Consumer Attitudes Toward Mobile Advertising: An Empirical Study

Tsang, Melody M.; Ho, Shu-Chun; Liang, Ting‐Peng

doi:10.1080/10864415.2004.11044301

Cited by 907 publications

(875 citation statements)

References 20 publications

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“…However, the user should be able to withdraw permission for the company to use his or her contact details for marketing purposes immediately, easily and without costs. In addition, it has been argued that companies benefit from getting consumers' permission to be contacted (Marinova et al 2002) Strong 2002, Tsang et al 2004, Heinonen & Strandvik 2007) that the customers are more willing to receive messages through the mobile medium if it was sent with their permission. Accordingly, and in contrast to any other media, the mobile medium as a channel needs to be complemented by some other channel at least in the initiation phase of communication (see e.g.…”

Section: Communication Phasesmentioning

confidence: 99%

“…Since communication through the mobile medium may easily irritate customers (Tsang et al 2004, McManus & Scornavacca 2005, Carroll et al 2005, Shankar et al 2010, it is of critical importance that the timing and content of the communication is relevant for the customers. For instance, if we imagine the situation where a communication sent through the mobile medium is incorrect and/or contradicts what is sent through other channels but a customer acts on it.…”

Section: Communication Through the Mobile Mediummentioning

confidence: 99%

“…Only the mobile medium among all communication channels allows access to an individual virtually anytime and anywhere (e.g. Balasubramanian et al 2002, Kavassallis et al 2003, Tsang et al 2004, Shankar & Balasubramanian 2009). Accordingly, the mobile medium, in contrast to other channels, has an autonomous nature in terms of temporality and spatiality (Liljander et al 2007).…”

Section: Communication Through the Mobile Mediummentioning

confidence: 99%

“…For instance, the intimate nature of the mobile medium sets up a high standard for communication through the mobile medium since the companies cannot afford to irritate the customers even once (Tsang et al 2004, Carroll et al 2005, Shankar et al 2010. Therefore, the correct way to communicate with the customers is expected to be different than through other media.…”

Section: Introductionmentioning

confidence: 99%

“…For instance, the mobile medium allows access to an individual virtually anytime and anywhere (e.g. Balasubramanian et al 2002, Tsang et al 2004, Shankar et al 2010, whereas all other channels are restricted in this respect. Therefore, some channels are more suited to, or more often used for, certain communications (Verhoef & Donkers 2005).…”

Section: Introductionmentioning

confidence: 99%

See 4 more Smart Citations

Mobile Customer Relationship Management: a communication perspective

Sinisalo

Karjaluoto

2007

IJECRM

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This study examines communication through the mobile medium in customer relationship management (hereafter mCRM). Although the academic research on mCRM is gradually evolving, there is still a lack of empirical research on this topical issue. Therefore, the purpose of this study is to begin to fill this gap by enhancing the theoretical and practical understanding of mCRM.The empirical part of the study is conducted as a qualitative case study. Seven Finnish companies utilizing the mobile medium as a communication channel in CRM were selected for the empirical analysis. Interviews, observations and personal experiences gained within those companies form the main sources of data.The main theoretical contributions of the present study to existing academic literature are as follows. First, the study proposes the conceptualization of the focal phenomenon of the study, mCRM, and further elicits the salient characteristics of it. Second, following the conceptualization, the study focuses on communication as the core of the interaction between the company and the customer via the mobile medium. Accordingly, the study sheds light on the key elements of the communication process within mCRM and its various phases. Third, the study founds a theoretical framework for mCRM; identifying the customer relationship management, mobile commerce and communication literature streams that define mCRM theoretically. Fourth, the study elaborates on the specific role of the mobile medium as a channel within CRM and highlights the ways in which it differs from all other channels within the multichannel CRM environment.Although mCRM communication has an inherent potential to benefit both company and customer, it has been utilized quite cautiously to date. This is rather surprising given that, compared to other channels, the mobile medium has an exceptional ability to reach people. In addition, greater utilization of the mobile medium could save time and money. This is because many face-to-face encounters could easily be replaced by communication through the mobile medium. The study offers guidelines on aspects ranging from the initiation of mCRM to actual communication through mCRM. Hopefully, the findings of this study will encourage managers, regardless of industry, to consider whether their company could provide added-value of any kind through the use of the mobile medium to benefit their customer relationships.

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Section: Communication Phasesmentioning

confidence: 99%

Section: Communication Through the Mobile Mediummentioning

confidence: 99%

Section: Communication Through the Mobile Mediummentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Mobile Customer Relationship Management: a communication perspective

Sinisalo

Karjaluoto

2007

IJECRM

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Designing for mobile experience beyond the native ad click: Exploring landing page presentation style and media usage

Goyal

Bron²,

Lalmas³

et al. 2018

Asso for Info Science & Tech

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Many free mobile applications are supported by advertising. Ads can greatly affect user perceptions and behavior. In mobile apps, ads often follow a "native" format: they are designed to conform in both format and style to the actual content and context of the application. Clicking on the ad leads users to a second destination, outside of the hosting app, where the unified experience provided by native ads within the app is not necessarily reflected by the landing page the user arrives at. Little is known about whether and how this type of mobile ads is impacting user experience. In this paper, we use both quantitative and qualitative methods to study the impact of two design decisions for the landing page of a native ad on the user experience: (i) native ad style (following the style of the application) versus a non-native ad style; and (ii) pages with multimedia versus static pages. We found considerable variability in terms of user experience with mobile ad landing pages when varying presentation style and multimedia usage, especially interaction between presence of video and ad style (native or non-native). We also discuss insights and recommendations for improving the user experience with mobile native ads.

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An fMRI study of advertising appeals and their relationship to product attractiveness and buying intentions

Chang

O’Boyle

Anderson

et al. 2016

J of Consumer Behaviour

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This study examines the effects of various visual apparel advertisements on consumers' brain activation during exposure to different types of advertising appeals (i.e., celebrity, non‐celebrity, and rational). The influence on consumer perceptions of products and their subsequent buying intentions are also measured. A repeated measures experimental design was employed, and the total of 27 right‐handed female subjects participated in the study. The results of the quantitative data showed significant differences in perceived product attractiveness for each of the three types of advertising appeals, but not in buying intentions. Regarding the fMRI results, our findings support the notion that celebrity advertising appeals are associated with heightened brain activation of memory‐related/retrieval regions, reflecting how consumers remember the ad and are influenced by the attractiveness of the source. Non‐celebrity advertising appeals were more closely associated with brain activation of regions thought to mediate self‐reflection and also engaging executive functions. For rational advertising appeals, our findings showed significant activation in brain areas associated with logical evaluative decision making reflecting more logical processing value assessments and reward potential. Therefore, retailers/marketers must be particularly mindful to match the appropriate advertising appeal to the specific purpose of the advertisement. This study also provides brain‐based insight into the effectiveness of different types of advertising appeals and whether or not they have the desired impact on the consumer. Copyright © 2016 John Wiley & Sons, Ltd.

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Consumer Attitudes Toward Mobile Advertising: An Empirical Study

Cited by 907 publications

References 20 publications

Mobile Customer Relationship Management: a communication perspective

Mobile Customer Relationship Management: a communication perspective

Designing for mobile experience beyond the native ad click: Exploring landing page presentation style and media usage

An fMRI study of advertising appeals and their relationship to product attractiveness and buying intentions

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