An Exploratory Study for Perceived Advertising Value in the Relationship Between Irritation and Advertising Avoidance on the Mobile Social Platforms

This study delves deeply into advertising avoidance research and redefines the uses and gratifications theory (U&G) as divided into (a) convenience U&G, (b) content U&G, and (c) social U&G to conduct an approach to alleviate the degree of advertising avoidance on the mobile social platforms. To carefully study the forming framework of advertising avoidance, we extract the factor irritation considered to directly impact on avoidant intention induced by perceived intrusiveness and privacy concerns. As an important previous factor in advertising research, we also test the moderating effect of perceived advertising value between irritation and advertising avoidance. Findings show that ubiquity takes a negative role on mobile social platforms and tailoring also takes different roles on perceived intrusiveness and privacy concerns; unfortunately, content U&G consist of advertising informativeness and entertainment didn’t find any significant effect; in contrast with previous study, social U&G as social interaction and social integration also show some different roles but is ambiguous. However, the positive relationship of perceived intrusiveness, privacy concerns, irritation, and advertising avoidance has been confirmed again although with a pity of insignificant moderating effect of advertising value. Management issues, theoretical contributions, limitations and future study are discussed as follow

Modelling Online Advertising Design Quality Influences on Millennial Consumer Attitudes in South Africa

Millennials’ advanced knowledge and exposure to product experiences, and irrelevant placement of online advertising has led to an increase of online advertising avoidance. However, effective online advertising design may assist in establishing more positive sentiments towards digital forms of marketing communication. The study used the visual rhetoric theory as the theoretical basis to examine millennial consumer attitudes. The main research aims were to propose an online advertising design quality model, and to ascertain the influence of online advertising design quality on millennial consumer attitudes. The study employed a quantitative research design via an empirical online survey. Online advertising design quality has resulted in a positive effect on relevant information, value, disruptive online placement and timing, personalization and price consciousness, a negative influence on privacy concern and distrust, and ad irritation across various online platforms. This study heightens the importance of design elements and the visual aesthetics of online advertising

GENERATION Z ATTITUDE TOWARDS TV ADVERTISING IN CROATIA

This paper aims to establish the values and attitudes of Generation Z on television advertising. The research is based on a validation of a theoretical model defined by Ducoffe. The model examines the impact of the variable\u27s informativeness, entertainment, irritation, and credibility on the perception of television ad value and the influence of entertainment, credibility, and perceived advertising value on attitude toward TV advertising. Postgraduate and graduate students in the Republic of Croatia, representing their Generation Z by their age, were used as a sample. For analysing structural relationship between variables in the model and testing hypotheses SEM statistic analyse was use. According to previous research, the results show that all variables, except irritation, have a significant effect on the value of TV ads. The perception of the value of TV ads has a direct effect on the formation of TV advertising attitude. In contrast, unexpectedly, irritation has no significant direct effect on the perception of TV advertising value as well as credibility on TV advertising attitude. Research findings can contribute to the creation and adaptation of marketing and communication strategies, according to Generation Z

Consumer perceptions of real-time marketing used in campaigns for retail businesses

This research empirically investigates consumers’ perception of real-time marketing as a marketing tool that is increasingly being used by businesses. Based on the review of literature, the paper aims to delve into real-time marketing and explore the elements of real-time marketing that influence consumers' perception of RTM campaigns. This study adopted a quantitative methodology. A total of 201 consumers completed an online survey in Gauteng, South Africa. To identify underlying factors that influence the consumer's perception of various real-time marketing campaigns, exploratory factor analysis was conducted. Descriptive statistic was used to provide a further summary of the basic characteristics of the sample. The research findings indicate that consumers value real-time marketing communication campaigns that offer value. Consumers' perception of value includes any real-time marketing campaign that offers some financial gain in the form of immediate and personalized discounts. This research provides retailers with a greater understanding of what consumers perceive as valuable and what they regard as clutter when it comes to real-time marketing campaign

Does Perceived Advertising Value Alleviate Advertising Avoidance in Mobile Social Media? Exploring Its Moderated Mediation Effects

It is known that perceived intrusiveness and privacy concerns, mediated by irritation, indirectly affect advertising avoidance. This research attempts to verify the importance of perceived advertising value by investigating its moderated mediation effect on the links between those endogenous variables. The research model was empirically verified with data derived from 374 valid off-line responses. Analysis found that both perceived intrusiveness and privacy concerns increased irritation in using mobile social media. Irritation caused by perceived intrusiveness and privacy concerns had positive mediating effects on advertising avoidance. Ubiquity increased perceived intrusiveness and privacy concerns, whereas personalization reduced perceived intrusiveness. Customization increased perceived intrusiveness, whereas informativeness significantly reduced it. Social interaction increased privacy concerns, whereas social integration decreased them. The moderated mediation effect of perceived advertising value among women was negative. In the low-exposure group, a negative moderated mediation effect of perceived advertising value on the relationship between irritation and advertising avoidance was also found

Understanding the Attitude of Generation Z Consumers Towards Advertising Avoidance on the Internet

One of the biggest challenges faced by marketers today is to comprehend the reasons behind people’s avoidance towards advertisements worldwide, and how that can be managed. Although many researchers have explored the subject in both traditional and contemporary marketing communication mediums, there is no evidence of studies conducted in the context of Bangladeshi market, with specific concentration on Generation Z consumers. This generation constitutes a significant portion of the entire population in the country, indicating that a major share of current and potential customers belong to this age group. Intriguingly, even though they are characterized as highly tech-savvy customers, they are also more likely to avoid online advertisements, making the marketing efforts of organizations ineffective. Therefore, this study investigates the determinants that cause the Generation Z consumers in Bangladesh to avoid advertisements on the Internet. The collected data from 280 respondents were analyzed through descriptive statistics using SPSS.24, followed by confirmatory factor analysis (CFA) and structure equation modeling (SEM), which were performed with the help of AMOS.17 to eventually test the hypotheses developed for this study. The findings indicate goal impediment, privacy concern, ad clutter, and negative experiences are positively related to advertising avoidance online. Keywords: advertising avoidance, goal impediment, privacy concern, ad clutter, negative experience, and generation-z consumer

An Integrative Typology Of Relational Benefits And Costs In Social Media Brand Pages

The paper focuses on consumer-brand relationships in the social media environment, and suggests a typology of the benefits & costs consumers perceive when interacting with social media brand fan pages. Based on a series of focus groups and with the use of an online questionnaire, qualitative and quantitative data were collected from four focus groups and from 1,792 consumers-users of popular brand fan pages on both Facebook and Twitter. Study results indicate that consumers-users of brand fan pages on Facebook and Twitter, perceive social, functional, enjoyment, special treatment, self enhancement, advice, and status benefits. Privacy concern, information overload, and ad irritation are consumers’ perceived costs. As the same seven factors of relational benefits and three factors of relational costs have been confirmed across all Facebook and Twitter brand fan pages, it can be argued that the structure and dimensions of relational benefits and costs are cross-medium and brand invariant, and are perceived in the same way by Facebook and Twitter users. Considering the rapid development of social media and their penetration in business marketing actions, this study contributes to the digital marketing literature by providing a better understanding of relational benefits, relational costs and consumer-brand relationships in a social media context

Ethical limits to the intrusiveness of online advertising formats: A critical review of Better Ads Standards

This article argues that advertising ethics, traditionally focused on ad contents and vulnerable audiences, should be also applied to ad format intrusiveness. The increasing appearance of highly intrusive advertising formats resulted in an extraordinarily growth of ad blocking systems. To fight the economic costs of the ad blocker phenomenon, the most relevant agents of the industry have created a never seen Coalition for Better Ads including marketers, publishers, and agencies worldwide. This article analyses the experiments carried out by the Coalition to create Better Ads Standards establishing the limits of ad format intrusiveness to be implemented worldwide by means of self-regulation. Based on classical and current approaches to advertising ethics, this work explains that highly annoying ads should not only be banned for practical reasons but for overpassing ethical limits in terms of respect for the persuadee, equity of the persuasive appeal, and social responsibility for the common good. A basic exploratory replication study is presented to simulate further research on the ethical limits of intrusive advertising. Establishing which ad formats are allowed to continue and which ones should gradually disappear is such a relevant process for many stakeholders that it requires further discussion by consumers and scholars

Impact of Consumer Attitude and Online Video Advert Characteristics on Consumer Purchase Decision in Nuremberg Germany

Background: The global increased internet penetration has resulted in a shift in the way people do business. Similarly, marketers and companies have changed from traditional offline advertisements to online advertisement to increase their product reach and tap into new tech-survey customers who spend many hours online. Online Video Advertisement (OVA) is one of the forms of online advertisement that has witnessed tremendous growth over the last decade. With Germany being one of the countries with high internet penetration and high volumes of e-commerce, high internet and social media users, many companies have embraced OVA to reach this population with their brands. However, the consumers' knowledge, attitude, and perceptions of OVA have rarely been explored. It remains largely unknown how the OVA characteristics and consumer attitude on the OVA affect their purchase intention and purchase decision. In this study, we sought to assess the knowledge, attitude, and perceptions on OVA among consumers in Nuremberg, Germany and determine the influence of the OVA characteristics and consumer attitude on their purchase intention and decision. Methods: A cross-sectional study was carried out among conveniently selected Nuremberg adult residents. A semi-structured questionnaire administered online was used for data collection using Google forms. The data was imported into Excel for cleaning before being imported into IBM Statistical Package for Social Sciences (SPSS) version 26.0 for analysis. For descriptive analysis, frequencies and percentages were used for categorical variables, while for the Likert scale data, mean and standard deviation were used. The reliability of the Likert scales was assessed using Cronbach alpha. Pearson's correlation was used to determine the association between the different scales, while Linear and multiple linear regression were used to quantify the association between perceptions on OVA influence of the OVA characteristics and consumer attitude (explanatory variables) and purchase intention and decision (outcome variable). Results: Of the 206 participants, 128 (62.1%) were male. Most (135; 65.5%) had frequently seen OVA, 194 (94.2%), saw it in the last one month, 169 (82.0%) on YouTube, 13 (6.3%) on Facebook, and 7 (3.4%) on Instagram. A total of 195 (94.7%) preferred OVA with the skip option. More than half (104; 50.5%) agreed that OVA reinforce product familiarity. There was a strong significant positive correlation between attitude towards OVA (r=0.622; P-value<0.001) and content and quality of OVA (r=0.602; P-value<0.001) and purchase intention. In the multiple regression analysis, attitude towards OVA, invasiveness of OVA, and OVA quality and content were significantly associated with intention to purchase and purchase decision for the advertised product (P value<0.001). Conclusion: The positive attitude of the consumer on OVA, and its content and quality are key aspects that influence consumers to purchase the advertised product while invasiveness of the OVA seems to put them off. This has implication for marketers as these are key aspects that they need to consider in designing OVA to ensure that they result in improved sales hence value for money invested in OVA advertisements. Keywords: Online Video Advertisement, Consumer decision, consumer purchase, marketing. DOI: 10.7176/JMCR/81-01 Publication date:August 31st 202

Email is Evil! Behavioural Responses towards Permission-based Direct Email Marketing and Gender Differences

Purpose This study aims to assess consumers’ beliefs in three Middle Eastern Arab countries regarding attitudinal and behavioural responses towards permission-based direct email marketing (hereafter DEM) and the moderating role of gender in the hypothesised path model. Design/methodology/approach Structural equation modelling was used to test the hypothesised path model by using data collected from 829 respondents. Findings The findings show that attitude was found to fully mediate the relationship between beliefs and behavioural responses towards permission-based DEM. Gender moderates the relationship between beliefs and attitudes and responses to permission-based DEM. Notably, female respondents were found to react more actively when exposed to permission-based DEM. Research limitations/implications Further qualitative research is needed to learn more about how and why individuals develop behavioural intentions in certain ways towards opt-in DEM. In addition, neuropsychology approaches such as eye-tracking are endorsed for future research to gain more insights and conquer biases associated with self-reporting procedures in countries where such technologies are deemed as legal and ethical to be used with human subjects. Practical implications Advertisers promoting products and services in the Middle Eastern Arab context should take further steps to enhance the quality of information (including cultural sensitiveness) and the perceived entertainment value that could be delivered to consumers through permission-based DEM, especially for female internet users. Additionally, this study highly recommends the double opt-in approach to permission-based DEM. Originality/value To the best of the authors’ knowledge, this is the first attempt to address the gender role as a moderator of the path depicting the effectiveness of permission-based DEM approach in the Middle East (Arab counties) from beliefs to behavioural responses via attitudes