How Consumers Assess the Value of Advertising

Ducoffe, Robert H.

doi:10.1080/10641734.1995.10505022

Cited by 576 publications

(733 citation statements)

References 51 publications

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“…First, the study explored the impact of consumers' attitude towards mobile advertising on their online information acquisition behavior. Although Ducoffe et al (1995) [2] and [31] has extensively explored advertising value as antecedents of attitude towards advertising, previous studies have not paid attention in examining the relationships between consumers' attitude towards mobile advertising and their online information acquisition behavior. Thus, the results of this study extend the current literature on mobile advertising.…”

Section: A Implications For Theorymentioning

confidence: 99%

“…Ducoffe (1995) [2] identified the primary benefits and costs consumers derive from advertising, and confirm the respective roles of informativeness, entertainment, and irritation as important predictors of the value of advertising.…”

Section: B Advertising Valuementioning

confidence: 99%

“…Irritation in an advertisement decreases advertisement effectiveness (Ducoffe, 1995) [2]. When advertising employs annoying techniques and are overly manipulative, customers are unlikely to perceive the advertisement as a favorable influence (Ducoffe, 1995) [2].…”

Section: Advances In Social Science Education and Humanities Researcmentioning

confidence: 99%

“…In Ducoffe's model (1995) [2], perceptions of informativeness, entertainment and irritation as predictors of advertising value are suggested which in turn influence attitude toward advertising. Informativeness refers to the extent to which the advertising message includes informational contents (Aaker & Norris, 1982) [4].…”

Section: A Advertising Valuementioning

confidence: 99%

“…Ducoffe (1995) [2] stated that advertising value is a measure of advertising effectiveness, which can usefully explain the formation of attitude towards web advertising. Because of the sophisticated mobile Web features and popularity of smartphones and empowered customers, Ducoffe's advertising value model also provides an understanding of the underlying process of how mobile advertisements influence customer's attitude towards mobile advertising in the context of mobile advertisements.…”

Section: Introductionmentioning

confidence: 99%

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Attitude towards Mobile Advertising and Mobile Web Information Acquisition Behaviour: Perspectives from the Advertising Value, Credibility and Self-efficacy

Qin¹,

Yan²

2017

Proceedings of the 2017 International Conference on Management, Education and Social Science (ICMESS 2017)

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Abstract-Mobile e-commerce is booming in China, of which mobile advertising is one of the key applications. Despite the rapid growth, the effect of mobile advertising is generally considered poor because of the low click rate and and low users' information acquisition rate about products and services. The purpose of this paper is to explore the formation of customers' attitude towards mobile advertising (ATMA) and the further impact exerted by customers' attitude and self-efficacy on their mobile web information acquisition behavior. The survey data collection was conducted and the partial least squares (PLS) structured equation modelling (SEM) was employed to verify the research model. The results show that perceived informativeness, perceived entertainment and credibility were significant predictors of ATMA, but on which the effect of perceived irritation is not significant. ATMA was found to be a significant positive predictor of mobile advertising usage for getting information on which the effect of self-efficacy on is weaker. The paper theoretically extends the current body of knowledge on mobile advertising by exploring the impact of ATMA and selfefficacy on consumers' mobile web information acquisition behavior and practically contributes influential factors for effective advertising to marketers and advertisers.

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Section: A Implications For Theorymentioning

confidence: 99%

Section: B Advertising Valuementioning

confidence: 99%

Section: Advances In Social Science Education and Humanities Researcmentioning

confidence: 99%

Section: A Advertising Valuementioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Attitude towards Mobile Advertising and Mobile Web Information Acquisition Behaviour: Perspectives from the Advertising Value, Credibility and Self-efficacy

Qin¹,

Yan²

2017

Proceedings of the 2017 International Conference on Management, Education and Social Science (ICMESS 2017)

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Survey of Internet users’ attitudes toward Internet advertising

Schlosser

Shavitt

Kanfer

1999

Journal of Interactive Marketing

288

129

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Determinants of followers' purchase intentions toward brands endorsed by social media influencers: Findings from PLS and fsQCA

Foroughi,

Iranmanesh,

Nilashi

et al. 2023

J of Consumer Behaviour

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Given the rise of marketing through social media influencers (SMIs), this study aimed to investigate the influences of source credibility and content validity factors on followers' attitudes and intention to purchase brands endorsed by SMIs through brand engagement and brand expected value. The study assessed the moderating effect of product–influencer congruency. Data were collected from 429 individuals in Iran and were assessed using the “partial least squares” (PLS) and “fuzzy‐set qualitative comparative analysis” (fsQCA) approaches. PLS results affirmed the significance of all direct relationships except the role of entertainment value on brand engagement and informativeness value on brand expected value. Product–influencer congruence positively moderated the effects of trustworthiness and expertise on brand expected value. fsQCA identified five solutions with various combinations of elements that lead to high purchase intention. The results of performing fsQCA revealed that three factors, namely attractiveness, entertainment value, and attitude, are necessary to achieve high purchase intention. fsQCA results challenged the PLS findings, indicating the importance of using an asymmetric approach in conjunction with PLS. Our study provides valuable insight for marketing influencers and practitioners on the importance of source credibility and content value factors in enhancing the effectiveness of SMI marketing activities and persuading customers to purchase endorsed brands.

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How Consumers Assess the Value of Advertising

Cited by 576 publications

References 51 publications

Attitude towards Mobile Advertising and Mobile Web Information Acquisition Behaviour: Perspectives from the Advertising Value, Credibility and Self-efficacy

Attitude towards Mobile Advertising and Mobile Web Information Acquisition Behaviour: Perspectives from the Advertising Value, Credibility and Self-efficacy

Survey of Internet users’ attitudes toward Internet advertising

Determinants of followers' purchase intentions toward brands endorsed by social media influencers: Findings from PLS and fsQCA

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