Mobile advertising: The influence of emotional attachment to mobile devices on consumer receptiveness

Abstract

Mobile advertising has grown rapidly over recent years, yet volume is not necessarily a good measure of consumer acceptance. Earlier studies have explored acceptance in terms of content; here we focus on the communication medium, the mobile device. Building upon Vincent's (2006) premise that emotional attachment to mobile phones is a likely key influence on future adoption of new services, we explore whether this holds true for mobile users' receptiveness to mobile advertising. Our research reveals that users are emotionally attached to their mobile devices and that attachment is to a large degree attributable to a sense that the device is an essential part of life with a value that goes beyond simple communication. Those with a strong sense of attachment are more receptive to mobile adverts, however overall users generally find them irritating. It appears that advertisers have hitherto been insufficiently user-centric; responses are as important as the message yet there is a tendency to concentrate on what is being sent rather than how it is received. We conclude that consumer receptiveness might improve by targeting users who are strongly attached their mobile devices.

Cognitive-affective model of acceptance of mobile phone advertising

“…They would rather get a zero on the activity than share their phone. In short, some people have a very strong emotional tie to their mobile phone (Kolsaker & Drakatos, 2009), which leads us to our fi fth recommendation: to strengthen these emotional bonds with a view to increasing the effectiveness of mobile advertising. For example, iPhone users end their e-mails with the signature 'Sent from my iPhone', offering proof of their affective relationship with their phone.…”

“…(Kolsaker & Drakatos, 2009) showed that only users with a strong emotional attachment to their devices are receptive to and perceive greater potential benefi ts in mobile advertising. With regard to the role of emotions, in a study of 48 students, (Park & Salvendy, 2012) found that the positive emotions 'desire' and 'affection' are positively correlated with attitudes towards mobile advertising, while the negative emotional dimensions of 'stress' and 'apathy' are negatively correlated.…”

“…Instead, most research has sought to assess only one of these dimensions, usually, the cognitive one. From a joint cognitive-affective perspective, the theoretical background underlying the assumptions of the model for attitudes towards mobile advertising includes both eminently cognitive variables, such as ease of use and perceived usefulness (Karjaluoto, Lehto, Leppäniemi, & Jayawardhena, 2008;SoroaKoury & Yang, 2010), and eminently affective ones, such as positive and negative emotions (Kolsaker & Drakatos, 2009). …”

What Drives Consumers to Accept M-ads on Their Hand-Held Devices? A Literature Review, Insights and Propositions for Emerging Markets

“…Studies done by Chowdhury and others (2006) in Bangladesh and Kolsaker & Drakotos (2009) in United Kingdom disclosed that consumers perceive m-ads are not entertaining/enjoyable and it negatively influences their attitudes. Marketing practitioners have the opening to enhance the value of their advertisements through this aspect as well.…”

Effects of Personal Traits on Generation Y Consumers' Attitudes Toward the Use of Mobile Devices for Communication and Commerce

“…Ubiquitous use of mobile devices by young adult consumers as a means of social connectedness (Kolsaker & Drakatos, 2009) and to expand social relationships (Pertierra, 2005) are deemed closely related to their fashion/brand leadership embodied in the visible, social use of the devices in public. Thus, it may be helpful for mobile marketers and retailers to adopt this construct to examine how mobile device use impacts the consumers' establishing and/or maintaining brand loyalty toward certain mobile device brands or mcommerce applications.…”