The integrated mobile advertising model: The effects of technology- and emotion-based evaluations

Yang, Byunghwa; Kim, Young-Chan; Yoo, Changjo

doi:10.1016/j.jbusres.2012.02.035

Cited by 159 publications

(105 citation statements)

References 33 publications

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“…Knowing how audiences are affected by the subjective norm -more specifi cally, by the normative reference group (NRG) due to the daily use of mobile devices -as a moderating variable can help to explain mobile advertising acceptance. In this context, the results of the model proposed by Zhang and Mao (2008) confi rmed the infl uence of the subjective norm (Bagozzi, 2000) on the intention to engage with mobile advertising. With similar aims in terms of understanding social infl uence and how consumers respond to mobile advertising, SoroaKoury and Yang (2010) Based on these results, this paper seeks to further explore the moderating role exerted by the NRG on cognitive and affective dimensions of the attitude towards mobile advertising, as well as the moderating effect of this attitude on the intention to receive mobile advertising.…”

Section: Subjective Norm: Normative Reference Groupsmentioning

confidence: 71%

“…To identify the determining factors for the acceptance of mobile advertising, (Zhang & Mao, 2008) proposed a modifi ed technology acceptance model (TAM) based on Davis's TAM (1989) and the theory of reasoned action. This model examines, among other key factors, the infl uence of usefulness and perceived ease of use on the intention to engage with advertising.…”

Section: Ease Of Use and Perceived Usefulnessmentioning

confidence: 99%

“…There are high expectations for mobile phone marketing (Yang, Kim, & Yoo, 2013). Four trends in particular contribute to the medium's marketing potential worldwide: (1) the signifi cant growth in the use of mobile devices (Khalifa & Shen, 2008); (2) the forecasts of considerable growth in mobile advertising (MMA Mobile Marketing Association, 2012) compared to the predicted steady decline in spending on conventional media (Infoadex, 2014); (3) the development of increasingly sophisticated mobile devices (Miguel-Dávila, López, & De Pablos-Heredero, 2012), which has opened up new avenues and formats for marketing communication with consumers; and (4) the strong results achieved by companies with mobile marketing campaigns.…”

Section: Introductionmentioning

confidence: 99%

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Cognitive-affective model of acceptance of mobile phone advertising

Pascual¹,

Borondo²,

Lara

2016

E+M

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Section: Subjective Norm: Normative Reference Groupsmentioning

confidence: 71%

Section: Ease Of Use and Perceived Usefulnessmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Cognitive-affective model of acceptance of mobile phone advertising

Pascual¹,

Borondo²,

Lara

2016

E+M

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“…Besides the factors discussed above, the credibility of the person appearing in the advertisement is a significant factor in advertising (Zha, Li, & Yan, 2015). Others while substantiating the relationship between credibility and attitude towards advertising observed that credibility of the endorser positively influences attitude towards advertising (Wu et al, 2016;Yang, Kim, & Yoo, 2013). Thus it has been hypothesized that:…”

Section: Credibility and Attitudementioning

confidence: 98%

Consumer's Attitude towards Ramadan Advertising

Ansari¹,

Khalid²,

Jalees³

et al. 2017

SAJMS

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Advertising in the Ramadan is at peak in Pakistan and other Muslim countries. It now resembles other festival theme based advertising. In view of the lack of the studies on the issue, this study has adopted the constructs commonly used in measuring attitude towards advertising. The adopted questionnaire was administered to a population of 320, and the valid sample size was 303. After ascertaining normality, validity and reliability, initially overall model was tested through multiple regressions. Subsequently hypotheses were tested separately through simple regression. The study found that entertainment, information, credibility and good for economy and irritation positively influences consumers' attitude towards advertising. The study has validated all the results, except irritation. This relationship is positive in this study but is inconsistent to earlier studies that found negative relationship between irritation and attitude. Media industry will benefit from the finding of this study in developing right communication strategy on Ramadan Theme advertising. This study has not explored the effects of demographic factors and moderating effect of different media, which could be incorporated in future research.

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“…Weeb (2000) demuestra que la influencia de la experiencia previa y del conocimiento adquirido al participar de la experiencia de otro (familiaridad) afecta en la formación de las expectativas predictivas. Además, la experiencia no solo repercute en la creación de las propias expectativas predictivas sino que, como demuestran Yang, Kim & Yoo (2013), también influye en su formación el criterio individual para distinguir la calidad de la información.…”

Section: Enfoque De Comparaciónunclassified

Diez tipos de expectativas

Borondo

Ayensa

Pascual

et al. 2016

REVISTA PERSPECT. EMPRESARIAL

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RESuMEN Durante décadas el concepto de expectativas ha sido ampliamente estudiado, lo cual ha provocado una proliferación terminológica y, con ella, una confusión semántica. este artículo tiene por objetivo ofrecer un marco integrador que facilite el estudio de las expectativas. Se han detectado numerosas formas de interpretar las expectativas y, tras el análisis de contenido, los autores han identificado cuatro enfoques: i) comparación, ii) cantidad ideal, iii) niveles, iv) momento de valoración. además, se intenta dar respuesta a cuáles son los factores que condicionan la creación de las expectativas, cómo afectan los juicios sobre el servicio y qué límites son considerados para definir el nivel de prestación del servicio. Todas estas preguntas tienen como finalidad determinar la presencia de las expectativas a lo largo del proceso de compra.PAlAbRAS ClAVE calidad de servicio, comportamiento del consumidor, expectativa, satisfacción.

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The integrated mobile advertising model: The effects of technology- and emotion-based evaluations

Cited by 159 publications

References 33 publications

Cognitive-affective model of acceptance of mobile phone advertising

Cognitive-affective model of acceptance of mobile phone advertising

Consumer's Attitude towards Ramadan Advertising

Diez tipos de expectativas

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