The road to mobile-advertising success: a strategic approach to influence consumer attitude

Abstract

PurposeThe primary aim of this study is to thoroughly investigate strategic approaches that influence consumer attitudes, contributing to the attainment of success in mobile advertising campaigns.Design/methodology/approachThe theory of planned behaviour (TPB) is utilised as a significant and fundamental theory, imparting valuable insights into the field of mobile advertising. Probability sampling, specifically the simple random sampling technique is employed by the study to gather data from a representative sample of mobile users in Kuala Lumpur, Malaysia. A conceptual model is constructed based on data collected through an online survey involving 350 respondents, which underwent rigorous empirical analysis using SPSS and AMOS software.FindingsThe results largely support the proposed hypotheses, affirming the relationships between the variables. However, the hypotheses regarding the impact of irritation on consumer attitudes and purchase behaviour are not supported.Practical implicationsThis study suggests that Malaysian marketers and advertisers ought to judiciously employ specific design principles to proficiently captivate their target audience in mobile advertising endeavours. They should devote their efforts to the meticulous development and tailoring of mobile advertising strategies, with the explicit aim of enhancing the positive influence of consumer attitudes and improving the effectiveness of mobile advertising success.Originality/valueMobile communications have become essential instruments for mobile marketers, seeking to understand customer attitudes and behaviours to enhance advertising acceptance and alleviate negative consumer sentiments.