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

Abstract

With its unmatched access to customers in a world becoming increasingly mobile, mobile advertising has become a crucial marketing tactic in today's digital age. This paper explores the complex interaction between consumers' attitudes and mobile advertising, illuminating the elements affecting consumers' views in reaction to these messages. Gaining insight into consumers' perspectives regarding mobile advertising is critical for ensuring its efficacy. This research aims to analyze extrinsic motivation's role as a mediator in the interaction between mobile advertising and consumers' attitudes toward it. An analysis of the relationship between mobile advertising, extrinsic motivation, and customers' attitudes is proposed through the lens of motivational theory and consumer behaviour literature. A conceptual framework is presented to clarify this relationship. The proposed relationships will be examined by collecting data from a diverse sample of mobile users using quantitative research methodologies. The study's results reveal significant direct effects of credibility and irritation from mobile advertising on customers' attitudes towards mobile advertising. Additionally, the study finds that credibility has a significant indirect effect through extrinsic motivation. However, the indirect effects of information, entertainment, and irritation through extrinsic motivation are not statistically significant. These findings provide valuable insights into the factors influencing customers' attitudes toward mobile advertising, particularly highlighting the mediating role of extrinsic motivation.