Increasing Advertising Value of Mobile Marketing - An Empirical Study of Antecedents

Haghirian, Parissa; Madlberger, Maria; Tanuskova, A.

doi:10.1109/hicss.2005.311

Cited by 149 publications

(130 citation statements)

References 40 publications

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“…While credibility, irritation, informativeness and entertainment also have a Journal of Management Sciences significant influence on customers' attitude (Tsang et al, 2004). In contrast, entertainment and informativeness influence consumer attitude more significantly as compared to irritation (Haghirian et al, 2005). This leads to the hypothesis proposed below:…”

Section: Irritationmentioning

confidence: 85%

“…Drossos, Giaglis, Lekakos, Kokkinaki, & Stavraki, 2007). Entertainment which is related to humorous content and numerous types of interactive games, enhances involvement and creates a value in the minds of the consumers (Tsang, Ho, & Liang, 2004;Haghirian et al, 2005;Merisavo, Vesanen, Arponen, Kajalo, & Raulas, 2006;Vatanparast & Asil, 2007;Xu, Liao, & Li, 2008). Emotional appeals are effective when there is a low brand response.…”

Section: Appealmentioning

confidence: 99%

“…Appeal and benefit of SMS advertising have two subsections: informative contents (rational appeal) and emotional appeal. Informative content is related to the benefits and features of the product, which impacts positively on the user's attitude (Haghirian, Madlberger, & Tanuskova, 2005;D. Drossos, Giaglis, Lekakos, Kokkinaki, & Stavraki, 2007).…”

Section: Appealmentioning

confidence: 99%

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Attitudes and Behaviors of the Mobile Phones Users towards SMS Advertising: A Study in an Emerging Economy

Aslam¹,

Batool²,

Haq³

2016

J. manag. sci.

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Advertisement through SMS is a commonly used medium in the era of technology. Companies are utilizing this medium of advertisement quite frequently. Rapid increase of the usage of mobile phones has developed an innovative way of utilizing this marketing tool. Due to the exponential growth in telecommunication industry after introduction of SMS and MMS, this study has been conducted to investigate the consumer attitude towards SMS advertisement and its relationship with behavior. Entertainment, irritation, product involvement and appeal were used in order to investigate the attitude of the consumer. A questionnaire was used to examine the relationships among variables of the study. Overall 350 usable responses were gathered. SEM was used to obtain the results of the overall model. Results of the study indicate that (1) product involvement, appeal and entertainment have a positive impact on attitude towards advertisement. Only irritation was found to be negatively insignificant. (2) Relationship between consumer attitude towards SMS advertising and attitude was positively significant. (3) Positive and direct relationship between attitude and consumer behavior was also found. (4) Permission appeared to be significant on consumer attitude towards mobile advertisement, which confirmed that prior permission is required to gain the positive response of the consumer. (5) Consumers are attracted by rewards therefore monetary benefits was also found to be a significant factor.

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Section: Irritationmentioning

confidence: 85%

Section: Appealmentioning

confidence: 99%

See 1 more Smart Citation

Attitudes and Behaviors of the Mobile Phones Users towards SMS Advertising: A Study in an Emerging Economy

Aslam¹,

Batool²,

Haq³

2016

J. manag. sci.

View full text Add to dashboard Cite

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“…This means that the role of SMS is important in influencing voters because SMS message are easily understood and provide the relevant information. Third, Haghirian in her article said that the content and the frequency of the advertising message have an important role in sending a the role important to send message via mobile devices [2]. SMS or Short Message Service has the important role in an campaign.…”

Section: Discussionmentioning

confidence: 99%

Traditional versus Modern Procedures of Village Head Election in Indonesia

Alimuddin¹,

Kadir²,

Yunus³

et al. 2017

Proceedings of the Unhas International Conference on Social and Political Science (UICoSP 2017)

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Abstract-This research focuses on the traditional versus modern methods in conducting the election of the head of a village in Indonesia. A village head has a major role in organizing and managing community interests. In participating in the election of the village head, a village head must deliver his the programs. One tool that can be utilized in delivering some programs is social media. Despite so, there are some village heads that use the traditional ways, which are commonly known as 'door to door' approach. The purpose of this study is to investigate traditional versus modern methods as a technique of village head in transmitting and spreading programs to people. The research design of this study is qualitative study. This research used interviewing method. This research was conducted in Makkawaru Village, Mattiro Bulu Subdistrict, Pinrang Regency, and South Sulawesi Province. This research found that the use of social media and Internet is still infrequent among the villagers. Most of which use social media and the Internet is generally still among the youth. The candidates of village heads in delivering campaign programs are still traditional.

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“…Credible advertising sources can 'influence opinions, attitudes, and/or behavior' (Lafferty and Goldsmith, 1999) [16]. Haghirian, Madlberger, and Tanuskova (2005) [17] confirm that credibility of message content will positively affect consumers' assessment of mobile advertising. Based on prior studies in the mobile advertising context, we posit that the credibility of mobile advertisements has a positive effect on the consumers' attitude towards mobile advertising.…”

Section: A Credibility Of Mobile Advertisingmentioning

confidence: 99%

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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Increasing Advertising Value of Mobile Marketing - An Empirical Study of Antecedents

Cited by 149 publications

References 40 publications

Attitudes and Behaviors of the Mobile Phones Users towards SMS Advertising: A Study in an Emerging Economy

Attitudes and Behaviors of the Mobile Phones Users towards SMS Advertising: A Study in an Emerging Economy

Traditional versus Modern Procedures of Village Head Election in Indonesia

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

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