Occurrence of Hydrodynamic Play in Malaysia

The Mediating Role of Extrinsic Motivation in the Relationship between Mobile Advertising and Customers’ Attitudes towards Mobile Advertising

“…Research has shown that mobile advertisements that provide helpful information are more likely to generate favourable reactions from clients and increase the overall effectiveness of the advertising. These advertisements are seen as reliable and beneficial, which may assist in establishing a favourable company reputation and enhance consumer connections (Sharif, 2017), and it acts as a driver for acceptance of such advertisements due to their ability to provide up-to-date and timely information (Gao & Zang, 2016;Ünal et al, 2011;Wong, 2010). H1: Consumers' attitude toward mobile advertisements is affected by the informativeness of the advertisement Entertainment Entertainment is "the ability of the advertisement to satisfy the recipient's desire to escape reality and have fun and emotional release" (Rasheed Gaber et al, 2019;Ul Haq, 2012).…”

“…Based on prior research, most consumers generally have unfavourable opinions and find mobile advertising intolerable (Chen et al, 2008;Liu et al, 2012;M. Wong, 2010).…”

“…Researchers in marketing and advertising have utilized various theories to analyze what affects the attitudes of consumers towards mobile advertising. These theories include the technology adoption model (Nysveen et al, 2003), the theory of reasoned action (Bauer et al, 2005;Lee et al, 2006;Tsang et al, 2004;M. Wong, 2010) and the uses and gratifications theory (Brackett et al, 2001;Haghirian et al, 2005).…”