Effect of Advertising Effectiveness via Mobile Social Networks (SNS) on Consumer Engagement and the Behavioral Intentions of Online Consumers

Abstract

This chapter aims to determine the impact of advertising effectiveness via mobile social network service (SNS) on consumer engagement. It also focuses on the treatment of the hypothetical relationship between advertising effectiveness and the behavioral intentions of online consumers. In this chapter, we will try to better understand the general concepts, namely mobile marketing, its tools, and its strategic implications. While relying on a theoretical framework, we will seek to study the direct links that exist between mobile marketing, mobile social media, mobile social networks, and social network services (SNS). A quantitative study was conducted on 430 Tunisian online consumers in the North African context who frequently use their mobile phones. The method of structural equations based on the AMOS approach was deployed for data analysis. The results reveal that the effectiveness of mobile advertising via social network services (SNS) positively affects consumer engagement. The results show that an effective advertising message transmitted via social networks has no effect on the purchase intentions of online consumers. This research fills the gap in the literature by examining the simultaneous impact of the effectiveness of advertising via social networks on brand equity and purchase intentions in a North African context that is still very rare.