Developing location-based mobile advertising in Singapore: A socio-technical perspective

Lin, Trisha T. C.; Paragas, Fernando; Goh, Dion Hoe‐Lian; Bautista, John Robert

doi:10.1016/j.techfore.2015.06.002

Cited by 33 publications

(19 citation statements)

References 33 publications

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“…Zhang and Mao ( 2008 ) held that perceived informativeness and perceived entertainment were components of perceived utility, and Rohm et al ( 2012 ) explored the issue of whether perceived utility was a determinant of attitude toward mobile marketing. Furthermore, recent research showed that advertisements with more information than usual and a high level of entertainment can be readily accepted (Lin et al, 2014 , 2016 ).…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

Effects of Mobile Text Advertising on Consumer Purchase Intention: A Moderated Mediation Analysis

Lin

Chen

2017

Front. Psychol.

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Mobile shopping is increasing in prevalence and has become a necessary part of many people's daily lives. However, one main channel for mobile shopping, mobile shopping applications (apps), has not been thoroughly investigated. This study focused on mobile text advertising delivered from mobile shopping apps using the intention to purchase as the dependent variable for testing its marketing effect. In the context of a promotion focus vs. a prevention focus, we used Higgins' regulatory focus theory combined with Ajzen's TPB and Herzog's U&G to analyze the mechanism by which consumers formulate an intention to purchase in a mobile advertising context. This empirical study surveyed 320 consumers who had made a purchase using a mobile shopping app in the previous month. The results showed that infotainment, irritation, and subjective norms were significantly associated with attitudes; in turn, attitudes mediated the impact of these three factors on the intention to purchase. Moreover, a high promotion focus not only strengthened the positive effect of infotainment on attitudes but also intensified the mediation effect of attitudes between infotainment and the intention to purchase. A high prevention focus also consolidated the negative effect of irritation on attitudes as well as reinforced the mediation effect of attitudes between irritation and the intention to purchase. Furthermore, attitudes, subjective norms, and perceived behavioral control collectively impacted the intention to purchase. These findings shed light on ways to customize goods information in mobile advertising and have strong theoretical and practical implications.

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Section: Literature Review and Hypothesesmentioning

confidence: 99%

Effects of Mobile Text Advertising on Consumer Purchase Intention: A Moderated Mediation Analysis

Lin

Chen

2017

Front. Psychol.

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“…The publishers will then place those advertisements on their apps for impressing. In the end, the users are the consumers of the advertisers' brands or products (Lin, TTC et al 2015). These four players have different goals in mind when involving advertising.…”

Section: Mobile In-app Advertising Participantsmentioning

confidence: 99%

An Integrated Effectiveness Framework of Mobile In-App Advertising

Truong

Nkhoma

Pansuwong

2019

AJIS

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Advertising in mobile apps has recently become one of the most popular advertising channels for businesses when its annual revenue has rapidly increased year over year. On this kind of advertising, the app publishers do not only play a critical role in the ad serving process but also receive a significant portion of the advertising revenue. Their goal of maximizing the revenue sometimes contradict with those of the advertisers. This research conceptualises the role of publishers and proposes an integrated effectiveness framework to further improve the effectiveness of mobile in-app advertising not for one but all participants involved. In specific, this research explores the factors being controlled by publishers and evaluates their impact on the common outcome metric of mobile in-app advertising. An application of the proposed effectiveness framework might help to increase the global mobile in-app advertising revenue significantly higher by balancing the benefits of all participants.

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“…According to Lin, Paragas, Goh, and Bautista (2016); Kaasinen (2003), localization is the extent to which a promotional messages are pertinent and related to specific places. Locations and physical spaces forms consumers' responses to promotional offerings (Dholakia & Dholakia, 2004).…”

Section: Localization and Consumer Attitudementioning

confidence: 99%

“…Wireless technology in mobile phones permit service providers to track the location of user through GPS. Thus it provides an opportunity for marketers and practitioners to identify the location of the customer and send messages according to their present location (Lin et al, 2016;Wu, Kao, Wu, & Huang, 2015). The element of uniqueness can be maximized through the use of location based information in advertised message (Leppaniemi & Karjaluoto, 2008;Wu et al, 2015) and issue of irrelevance can be minimized (Feng et al, 2016).…”

Section: Localization and Consumer Attitudementioning

confidence: 99%

Distinctive Characteristics of Mobile Advertising in Measuring Consumers' Attitude: An Empirical Study

Haq¹,

Ghouri²

2017

jms.2014

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Abstract:Mobile advertising has gained substantial momentum in the past decade as it is expected to surpass more than 100 billion dollars in the near future. However, this domain seems to be insufficient in empirical testing. Hence, the aim of the current research was to empirically examine the determinants of mobile marketing having impact on consumers' attitude. These factors were also mediated by emotional value in order to accomplish consumers' related behavioral outcomes. A quantitative approach based upon a cross-sectional administered survey was employed to collect the data from 343 university going student as respondents. The Partial Least Square (PLS) two step path modeling was used to test the direct and indirect hypotheses. The results indicate that mobile advertising unique features (i.e., timeliness and personalization) directly and indirectly impact consumers' attitude through emotional value. On the contrary, localization element of mobile advertising has been found insignificant in influencing consumers' attitude. Based on the findings of the study, theoretical and practical contributions along with certain limitations and future research recommendations are discussed consequently.

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Developing location-based mobile advertising in Singapore: A socio-technical perspective

Cited by 33 publications

References 33 publications

Effects of Mobile Text Advertising on Consumer Purchase Intention: A Moderated Mediation Analysis

Effects of Mobile Text Advertising on Consumer Purchase Intention: A Moderated Mediation Analysis

An Integrated Effectiveness Framework of Mobile In-App Advertising

Distinctive Characteristics of Mobile Advertising in Measuring Consumers' Attitude: An Empirical Study

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