Mobile Advertising in Different Stages of Development: A Cross-Country Comparison of Consumer Attitudes

Haghirian, Parissa; Madlberger, Maria; Inoue, Akihiro

doi:10.1109/hicss.2008.318

Cited by 27 publications

(21 citation statements)

References 41 publications

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“…Prior research in mobile environments conducted in East Asian economies that are rooted in a Confucian collective and group-oriented culture (e.g. Choi et al 2008;Haghirian et al 2008) have found that advertising entertainment leads to the perceived value of advertising. Based on the above, the current study formulates the following hypothesis in Southeast Asian transitional economies:…”

Section: H1mentioning

confidence: 99%

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Social media advertising value

Dao

Cheng

et al. 2014

International Journal of Advertising

162

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Section: H1mentioning

confidence: 99%

“…The value of advertising refers to the utility of advertising to consumers in total (Ducoffe 1995). Thus, it reflects consumer satisfaction with the communicated product (Haghirian et al 2008). As a result, advertising value is deemed a market-oriented index that provides insight into whether the product meets customer expectations (Ducoffe 1996).…”

mentioning

confidence: 99%

Social media advertising value

Dao

Cheng

et al. 2014

International Journal of Advertising

162

View full text Add to dashboard Cite

“…In the increasingly important field of mobile advertising, the model has been used to explain consumer acceptance of SMS ads (Blanco, Blasco, & Azorín, 2010;Haghirian, Madlberger, & Inoue, 2008;Liu, Sinkovics, Pezderka, & Haghirian, 2012) and of locationbased advertising (Xu, Oh, & Teo, 2009). Table 1 provides an overview of the Beta coefficients in the estimated structural models of these previous studies.…”

Section: H6: the Perceived Entertainment Of The Twitter Ad Is Positivmentioning

confidence: 99%

The advertising value of Twitter Ads: a study among Mexican Millennials

Murillo¹,

Merino²,

Núñez³

2016

RBGN

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Purpose -This study set out to measure the perceived Advertising Value of Twitter ads on a large sample of Mexican Millennials.Design/methodology/approach -An online survey was used to collect data among 630 university students. The hypothesized antecedents of Advertising Value were Informativeness, Entertainment, Irritation and Credibility. The model was estimated using Partial Least Squares.Findings -Results indicate Informativeness and Entertainment were the strongest predictors, with Credibility in third place. In addition, Credibility displayed gender effects: it was significant for female respondents but not for males. Irritation failed to reach statistical significance in most subsamples, suggesting Twitter ads are more acceptable to Millennials than other advertising formats.Originality/value -Millennials tend to dismiss traditional advertising formats. At the same time they are heavy users of Social Networking Sites. This research provides the first empirical estimation of the Ducoffe model of Advertising Value in the microblogging service Twitter, and the first application of this robust model of web advertising to a Latin American sample. Our results have important implications for both regional and global brands targeting Millennials.

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“…The Diffusion of Innovations Model relates adoption and behaviour to innovations by explaining how the process occurs over a certain period of time (Haghirian et al, 2008;Kumar, Kukerji, Butt & Persaud, 2007). Marketers find this model useful as it critically describes the adoption or non-adoption of innovations by consumers (MacVaugh & Schiavone, 2010).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Understanding the effects of consumer resistance to innovation diffusion can then avoid these negative consequences (Gourville, 2006). Although a number of studies have been conducted on this topic (Haghirian, Madlberger & Inoue, 2008;MacVaugh & Schiavone, 2010;Abzakh et al, 2013;Moraes, Szmigin & Carrigan, 2008), a lack of research on the factors influencing e-cigarette resistance remains. The present study aims to fill this gap in literature by investigating the factors that cause consumer resistance to e-cigarette adoption (Claudy, O'Driscoll, Garcia & Mullen, 2010).…”

Section: Introductionmentioning

confidence: 99%

Factors Affecting Consumer Resistance to Innovation Diffusion of E-Cigarettes

Johnson

Venter

2016

JEBS

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With increasing concern over the harmful effects of smoking tobacco cigarettes, the use of alternate smoking devices such as the e-cigarette has grown. Although gaining popularity globally, consumer resistance has slowed the diffusion of e-cigarettes in emerging markets, especially in South Africa. The aim of this paper is to explore how consumer resistance affects the diffusion of e-cigarettes among university students in Johannesburg. The study predicts consumer resistance through exploring relative advantage, compatibility, complexity, trialability, observability, and perceived risk. By means of a quantitative methodology, self-administered questionnaires were completed by 400 students from the University of the Witwatersrand. The data analysis was conducted using SPSS 22 and AMOS for structural equation modelling, which yielded results indicative of support for three of the six hypotheses proposed. This indicates that although marketers should apply relative advantage (Î²=0.03) and complexity (Î²=0.16) to marketing strategies, the focus should be on perceived risk (Î²=0.88) in order to increase the diffusion of e-cigarettes in the youth market. The results further provide marketing practitioners with a better understanding on how to limit consumer resistance and how to improve product diffusion of e-cigarettes. This study contributes to existing literature on innovation diffusion, and contextually to buying behaviour among the youth in South Africa. By gaining insight into this, marketers will positively influence behavioural change among smokers and so contribute to the reduction in smoking-related deaths.

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Mobile Advertising in Different Stages of Development: A Cross-Country Comparison of Consumer Attitudes

Cited by 27 publications

References 41 publications

Social media advertising value

Social media advertising value

The advertising value of Twitter Ads: a study among Mexican Millennials

Factors Affecting Consumer Resistance to Innovation Diffusion of E-Cigarettes

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