Integrative perceived values influencing consumers' attitude and behavioral responses toward mobile location-based advertising: an empirical study in Vietnam

Abstract

PurposeThe purpose of this paper is to examine a proposed model of location-based advertising (LBA) effectiveness upon the influence of integrative perceived values on consumers' attitude and behavioral responses in the immaturity of LBA in Vietnam.Design/methodology/approachA survey research method was utilized to collect data from mobile users. A real sample of 459 respondents was deemed and the Structural Equation Modeling (SEM) was applied to analyze data.FindingsThe results unveil that contextual offers, social facilitation, and advertising values have significantly positive effects on attitude; in turn, attitude mediates between these factors and purchase intention, information seeking and recommendation behaviors. Moreover, social facilitation is a significant stimulator of purchase intention. Otherwise, perceived encroached risk negatively impacts attitude.Practical implicationsMarketers should capture considerable attention to mobile natives' conscious awareness about a mechanism of tailoring their enthusiasm and behavioral responses at the embryonic stage of LBA growth in emerging countries like Vietnam.Originality/valueThis study fills the gap in the current literature by simultaneously exploring the importance of integrative perceived values to construct a hypothetical framework of consumers' responses and performance based on the uses and gratifications theory, inclusive perceived behavioral control derived from theory of planned behavior, associated with contextual value from the nature of LBA.

How social media fosters the elders' COVID-19 preventive behaviors: perspectives of information value and perceived threat

“…It serves as perceived usefulness of social media in their options. Previous literature studied its positive impact on loyalty (Sarkar and Sarkar, 2019) and favorable evaluation (Le and Wang, 2021). Al-Debei et al (2015) found that when information on websites fulfills consumer interests, they would reinforce credibility with creators.…”

From keyword to keywords: the role of keyword portfolio variety and disparity in product sales

“…, 2021; Ghazali et al. , 2018; Le and Wang, 2020). It is vital to investigate the relative effectiveness of mobile channels so that sellers may take advantage of such knowledge when deciding on multi-channel advertising spending (Ghose et al.…”

“…In summary, those studies do not suggest consistent advertising effectiveness on different devices (PC vs. mobile). Mobile devices have become the dominant channel for reaching consumers (Jain et al, 2021;Ghazali et al, 2018;Le and Wang, 2020). It is vital to investigate the relative effectiveness of mobile channels so that sellers may take advantage of such knowledge when deciding on multi-channel advertising spending (Ghose et al, 2013).…”

Antecedents of mobile advertising value: a precedence analysis using the hybrid RIDIT-GRA approach

“…Later, credibility (Brackett and Carr, 2001), incentives (Kim and Han, 2014) and message relevance (Lin and Bautista, 2018) were proposed and added as antecedents that significantly influence advertising value (Lin and Bautista, 2018;Khasawneh and Shuhaiber, 2018). Recent studies (Aydin and Karamehmet, 2017;Lin and Bautista, 2018;Martins et al, 2019) Le and Wang (2020).…”

“…Entertainment, informativeness and irritation were suggested by Shareef et al (2019) as antecedents of perceived advertising value in the social media marketing context. In the field of location-based mobile advertising, the antecedents discovered include contextualization, relevance, entertainment, irritation and credibility by Lin and Bautista (2018), information, entertainment, credibility and irritation by Hakimi et al (2019), and incentives, trustworthiness, personalization, perceived enjoyment and perceived encroached risk by Le and Wang (2020).…”