Antecedents of Brand Recall and Brand Attitude towards Purchase Intention in advergames.

Research on purchase intention had showed remarkable work in contributing to the theory of buyer behaviour. However, the impact of brand recall and brand attitude on purchase intention in advergames has not yet been well explored especially in a developing economic country such as Malaysia. Furthermore, the influences of self-brand congruity, entertainment and brand placement acceptance as antecedents to brand recall and brand attitude are expecting to put more “value added” to the brand recall, brand attitude and purchase intention relationships. This paper aims to investigate the impact of brand recall and brand attitude on purchase intention in advergames among Malaysian gamers. Also, the antecedents towards brand recall and brand attitude were examined to measure their influences on purchase intention. A total of 350 Malaysian gamers have been interviewed through an online survey for this study. The results showed that self-brand congruity, entertainment and brand placement acceptance were found to have significant relationship with brand attitude and purchase intention. Also, both entertainment and brand placement acceptance were found to have significant relationship with brand recall. As expected, brand recall and brand attitude have positive relationship with consumer purchase intention in advergames. Applications of the study are discussed. Keywords: Self-congruity, Entertainment, Brand placement acceptance, Brand recall, Brand attitude, Purchase intention, Advergames

Exploration of location-based services adoption

As mobile technologies become more ubiquitous in the general population, it is reasonable to assume that individuals will consume services and software to enhance their aspirations and entertainment desires. This paper discusses a controlled experiment to explore aspects of user perceptions of their use of location-based services. This study examines a location-based service prototype experiment and analysis based on the UTAUT model. The results show significant indicators that suggest behavior patterns of early adopters of location-based services are being observed. We discuss these influences and attempt to explain their significance. Moreover, more curiously we discuss why some of our model was unsupported and postulate why

Factors Influencing Consumers' Acceptance of Mobile Marketing Services

The research of mobile marketing services is still at the early stage and the reason to explain the acceptance as well as the understanding of the actual usage level of mobile marketing services still remains unclear. To investigate this issue, this study has examined the acceptance of mobile marketing services by measuring the consumer's intention and actual usage of mobile marketing services. Grounded by the Decomposed Theory of Planned Behaviour (DTPB), this study proposes a framework by decomposing attitude, subjective norm, perceived behavioural control and perceived risk. A total of 334 full-time university students from four public universities in the Northern Region, Malaysia have participated in this study. Data for all the study variables have been collected through self-administered survey questionnaires. Structural Equation Modeling (SEM) is the main statistical technique used in this study. The study has shown that the level of the actual usage is at the lower level. The study also reveals that all the main beliefs (attitude, subjective norm, perceived behavioural control and perceived risk) are found to have significant effect on consumer‟s intention to use mobile marketing services. With regard to antecedents‟ effect on the main beliefs, there are only four factors which are found insignificant namely perceived ease of use, personal innovativeness, media and technology facilitating condition. Whereas, another ten antecedent factors significantly influence the main beliefs. Overall, the results indicate that the model provides a good understanding of the factors that influence intention to use and the actual usage of mobile marketing services. As predicted, decomposition of the main beliefs provides more specific factors that influence the behaviour. Based on the findings, the theoretical and practical implications of the study as well as limitations and suggestions for future studies are also discussed

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

Antecedents Of South African High School Pupils Acceptance Of Universities SMS Advertising

Based on its versatility as a personal and direct medium of communication, short message service (SMS) provides a potentially useful avenue to higher educational institutions for marketing their programs to prospective students. However, the success of mobile marketing depends largely on its acceptance by the target population. This study explores antecedents to pre-final year high school pupils’ acceptance of South African universities’ SMS advertising. Results show that social influence is a better predictor of the target market’s intentions to adopt SMS advertising than attitudes are. Behavioral intentions are a function of attitudes, social influences, innovation levels, and perceived study utility. No significant relationship exists between perceived risk and SMS advertising acceptance.  South African universities could consider using SMS advertising in conjunction with traditional media, but should ensure that SMS content is based on the needs of their target market

Intention and adoption of mobile coupon among mobile phone users in Klang Valley

The arrival of mobile marketing communication has created a new method of sales promotion and advertising technique called mobile coupon. The main objective of this research is to examine the determinants of consumers’ intentions to subscribe mobile coupon and the consequence mobile coupon adoption by using Theory of Planned Behavior as the underpinning theory and perceived values, trust and perceived control are chosen as independent variables while consumer experience is selected as the moderator variable. The survey method is employed in the present study and sample consisted of 570 mobile coupon adopters between the ages of 15 - 49 years old located in Klang Valley. Data analysis involves descriptive analysis, factor analysis and multiple regression. Results indicated that 51.5 percent of consumers’ adoption to subscribe model coupon in contributed by the level of intention. It was also discovered that the level of consumers’ intention to subscribe mobile coupon service is at moderate level. Monetary factor has the highest influence on consumer intention to subscribe mobile coupon followed by emotional, convenient and trust factors. The result also indicated that consumer experience moderates the relationships between monetary and perceived control on consumers’ intention to subscribe mobile coupon. Finally, consumers’ intention to subscribe mobile coupon has significant effect on consumers’ adoption of mobile coupon. Based on the findings, implications to practice and academic research were offered. Limitations of the study and future research were all discusse

Examining the effects of advertising credibility on brand credibility, corporate credibility and corporate image: a qualitative approach

Purpose – The aim of this study is to understand the concept of advertising credibility and examine its effects on brand credibility, corporate credibility and corporate image. Design/methodology/approach – A qualitative approach was used. Ten interviews and four mini focus groups were conducted among participants drawn from the 32 London boroughs. Data was analysed by using thematic analysis. Findings - The findings suggest that advertising credibility is defined using terms like accurate, caring, competent, complete, convincing, ethical, honest, impressive, reliable and warranted; and on the basis that it delivers what it promises about the products/service. The findings also suggest that advertising credibility has a positive effect on brand credibility, corporate credibility and corporate image. Originality/value – Advertising credibility has received little attention in the literature. This is the first study, which has exploratory examined its effects on brand credibility, corporate credibility, and corporate image

A Pilot Exploration On Consumers’ AttitudesTowards Mobile Advertising In Sri Lanka

Mobile media has been rapidly evolving in the market with novel technological features. It has captured the advertising field in a revolutionary manner. Unlike in developed countries mobile media is less popular in developing countries. This study is designed to explore the Sri Lankan consumers’ attitudes towards mobile advertising. The author presents a model of the relationship between demographics and experience with internet advertisements and their attitudes towards mobile advertising. Self-administrative questionnaire was applied to collect data and 413valid responses were gathered. The data analysis results show that, i) Demographics (age, family income) and ii) Experience with internet ads are predictors of attitude towards mobile advertising. Experience with internet ads has significant moderating effect on attitude on m-ads

Inefficiencies in Digital Advertising Markets

Digital advertising markets are growing and attracting increased scrutiny. This article explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and within advertising channel members, ad blocking, and ad fraud. Although these topics are not unique to digital advertising, each manifests in unique ways in markets for digital ads. The authors identify relevant findings in the academic literature, recent developments in practice, and promising topics for future research