Consumer Attitude Toward Advertising via Mobile Devices - An Empirical Investigation Among Austrian Users

Mobile marketing offers great opportunities for businesses. Marketing activities supported by mobile devices allow companies to directly communicate with their consumers without time or location barriers. However, some areas of mobile marketing still need further investigation. Especially, the topic of advertising via mobile devices is of major interest. It addresses consumers with individualized advertising messages via mobile devices. The underlying paper discusses its relevance and investigates antecedents of consumer attitudes toward advertising via mobile devices. The analysis is based on a consumer survey. For this purpose a quota sample of 815 cellular phone users in Austria has been interviewed. The results indicate that advertising value and advertising message content have the largest impact on attitude toward advertising via mobile devices

Cross-cultural consumer perceptions of advertising via mobile devices – some evidence from Europe and Japan

Mobile devices allow constant access to the World Wide Web without time and location barriers and present new challenges for marketers and an array of research questions for marketing researchers. The topic of mobile advertising is of special interest for companies as it enables communication with customers in unprecedented ways. As mobile technologies are being increasingly adopted on a worldwide basis, international m-advertising becomes an issue of growing importance. This paper therefore presents first cross-cultural evidence of individuals’ perceptions of mobile advertising. The analysis is based on a survey of business students in two respective markets, Japan and Austria. Findings of this study show that people are still skeptical about mobile advertising. However, there are slight differences in perceptions between Japan and Austria. Japanese respondents perceive madvertising as more entertaining and valuable. Despite the fact that they are more frequently exposed to mobile advertising messages, they also show a more positive attitude toward it. Implications for practitioners as well as for future research are suggested based on these findings

An Exploratory Study on the Adoption of Mobile Advertising in China

With the development of mobile technology, mobile advertising has become popular worldwide. It seems that almost every user who owns a mobile device receives mobile advertisements from various service providers. However, most consumers hold negative attitude toward mobile advertising. Therefore, this research aims to investigate the factors which influence consumers’ adoption of mobile advertising. Based on literature review from previous research, a research model was proposed. This research model was empirically evaluated using survey data collected from 302 receivers of mobile advertising. According to the analytical results of our study, consumers’ attitude toward mobile advertising and incentives explain about 80% of consumers’ intention to receive mobile advertisements. Besides, entertainment, credibility, personalization and irritation all have direct effects on consumers’ toward mobile advertising, and the effect from entertainment is quite strong. Furthermore, both theoretical and practical implications of this study are discussed

Web Advertising Value and Students’ Attitude Towards Web Advertising

Internet has changed the type of relationship between advertisers, advertising agencies, the media and consumers. Rapid growth in Web Ad (WA) revenues indicates the viability of WA as an alternative to that of traditional media. This rapid expansion of advertising to web sites requires a better understanding about users' perceptions of Web Ads since attributes of the media can affect consumer attitudes towards advertising. Therefore, it has also become increasingly important for today's advertisers to create favorable attitudes towards their Websites. The aim of this research is to identify attitudes of Internet users towards web advertising. In other words, this study investigates the interrelationships between Web Advertising Value (WAV) and Attitude Towards Web Advertising (AWA). The antecedents of advertising value namely, irritation, informativeness, credibility, entertainment will also be incorporated. Data is collected from 413 students of Marmara University Faculty of Business Administration. Responses are evaluated via structural equation modelling which enables researchers to offer a model that explain consumer behavior in online environments. Keywords: Web advertising, web advertising value, consumer behavior, attitude towards web advertising, structural equation modelling.

Antecedents and Consequences of Mobile Advertising Intrusiveness

Consumers’ negative perceptions toward mobile advertising have been a major impediment to its wider acceptance. This study examines the effects of perceived value of the mobile advertising and consumer privacy violation would have on consumers’ perceived mobile advertising intrusiveness, as well as the relationships of intrusiveness with perceived ad irritation and ad avoidance behavior. Results from a survey of 103 Chinese mobile consumers suggest that informativeness of mobile advertising reduces perceived intrusiveness, consumer privacy concern positively affects intrusiveness, while a higher level of perceived intrusiveness positively impacts ad irritation and ad avoidance behavior

Factors Affecting Consumers' Attitudes Towards SMS Advertising

This paper aims to investigate the factors that have positive effects on the attitudes of the Palestinian consumers towards SMS advertising. The questionnaire was distributed randomly to 475 students of Islamic University of Gaza (IUG). The results show that Entertainment, relevancy, non-irritation and credibility have significant positive effects on consumers' attitudes towards SMS adverts. Yet, credibility is the strongest factor. However, informativeness doesn’t have a significant effect on the consumers’ attitudes towards SMS advertising. Furthermore, gender affects the consumers’ attitude towards SMS advertising. In fact, Male students are more affected by the SMS adverts. The results can help marketers to effectively design the SMS advertising campaigns. Associations can use the results to develop the interactions with the society and the targeted groups. Keywords: Mobile marketing, SMS advertising, consumers’ attitude, Palestin

SMS Advertising in India: Is TAM a Robust Model for Explaining Intention?

This study examined mobile users’ intentions to receive SMS advertising in India using Technology Acceptance Model (TAM) as research framework. 242 respondents completed a structured questionnaire; measuring their responses for the TAM’s five constructs viz. perceived utility, perceived ease of use, perceived trust, attitude and intention. Using Structural Equation Modeling (SEM) both measurement model and structural model testing was done to analyze the data. Findings indicated that specified TAM model contributed to 81.8% of variance in the intention to receive SMS advertising and was a valid model in explaining the intention to receive SMS advertising. Study further indicated that perceived utility was much better predictor of attitude towards SMS advertising than perceived ease of use and perceived trust. Study suggested marketers that to increase acceptance of SMS advertising they should focus more on increasing utility of SMS ads, so that users would develop positive attitudes towards SMS advertising

Sms Advertising in India: is Tam a Robust Model for Explaining Intention?

This study examined mobile users’ intentions to receive SMS advertising in India using Technology Acceptance Model (TAM) as a research framework. 242 respondents completed a structured questionnaire, measuring their responses to the TAM’s five constructs. Using Structural Equation Modeling (SEM) both measurement model and structural model testing was done to analyze the data. The findings suggested that specified TAM model contributed to 81.8% of variance in the intention to receive SMS advertising and was a valid model in explaining the intention to receive SMS advertising. The study indicated that perceived utility was a much better predictor of attitude towards SMS advertising than perceived ease of use and perceived trust. The study suggested that in order to increase acceptance of SMS advertising marketers should focus more on increasing utility of SMS ads, so that users would develop positive attitudes towards SMS advertising

A Comparative Study of Consumers’ Intention to Use Mobile Internet in USA, Russia and China

As the mobile Internet has been used explosively worldwide, the effects of cultural factors on mobile Internet usage have been an interesting issue. Cross-cultural studies on the mobile phone internet may improve our understanding of individuals\u27 attitude toward mobile phone internet in different countries and provide advantages for marketing of mobile internet services in different cultural contexts. This paper uses an extension model of Technology Acceptance Model (TAM) to provide the theoretical foundation for this study. The data was collected through a survey study of over 3000 consumer in 3 countries of USA, Russia and China. The findings present several insights into the position of mobile phone internet usage in the different market. Such insights allow mobile service providers and mobile markers to create more customized strategies to launch new internet based services or mobile marketing campaigns. This paper ends with both theoretical and practical implications and limitations of the study results

SMS Advertising in India: Is TAM a Robust Model for Explaining Intention?

This study examined mobile users’ intentions to receive SMS advertising in India using Technology Acceptance Model (TAM) as research framework. 242 respondents completed a structured questionnaire; measuring their responses for the TAM’s five constructs viz. perceived utility, perceived ease of use, perceived trust, attitude and intention. Using Structural Equation Modeling (SEM) both measurement model and structural model testing was done to analyze the data. Findings indicated that specified TAM model contributed to 81.8% of variance in the intention to receive SMS advertising and was a valid model in explaining the intention to receive SMS advertising. Study further indicated that perceived utility was much better predictor of attitude towards SMS advertising than perceived ease of use and perceived trust. Study suggested marketers that to increase acceptance of SMS advertising they should focus more on increasing utility of SMS ads, so that users would develop positive attitudes towards SMS advertising