The Importance of Transparency and Willingness to Share Personal Information

This study investigates the extent to which individuals are willing to share their sensitive personal information with companies. The study examines whether skepticism can influence willingness to share information. Additionally, it seeks to determine whether transparency can moderate the relationship between skepticism and willingness to share and whether 1) companies perceived motives, 2) individual’s prior privacy violations, 3) individuals’ propensity to take risks, and 4) individuals self-efficacy act as antecedents of skepticism. Partial Least Squares (PLS) regression is used to examine the relationships between all the factors. The findings indicate that skepticism does have a negative impact on willingness to share personal information and that transparency can reduce skepticis

The impact of brand communication on brand equity through Facebook

Purpose: The purpose of this study is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity metrics through Facebook. Design/methodology/approach: We evaluated 302 data sets that were generated through a standardized online-survey to investigate the impact of firm-created and user-generated social media brand communication on brand awareness/associations, perceived quality, and brand loyalty across 60 brands within three different industries: non-alcoholic beverages, clothing, and mobile network providers. We applied structural equation modeling techniques (SEM) to investigate the effects of social media brand communication on consumers’ perception of brand equity metrics, as well as in an examination of industry-specific differences. Findings: The results of our empirical studies showed that both firm-created and user-generated social media brand communication influence brand awareness/associations; whereas, user-generated social media brand communication had a positive impact on brand loyalty and perceived brand quality. Additionally, there are significant differences between the industries being investigated. Originality/value: This article is pioneering in that it exposes the effects of two different types of social media brand communication (i.e., firm-created and user-generated social media communication) on consumer-based brand equity metrics, a topic of relevance for both marketers and scholars in the era of social media. Additionally, it differentiates the effects of social media brand communication across industries, which indicate that practitioners should implement social media strategies according to industry specifics to lever consumer-based brand equity metrics

Can ubiquity moderate m-banking resource-related negative effects?

El objetivo de este estudio es explorar la influencia de los inconvenientes de la banca móvil relacionados con la falta de recursos en la satisfacción de los clientes, su disposición a recibir marketing móvil de permiso y la emisión de boca-oreja. Analizando una muestra de 1429 usuarios de banca móvil, determinamos que la satisfacción de los clientes influye en su disposición a recibir marketing móvil de permiso y emitir boca-oreja, mientras que la disposición a recibir marketing móvil de permiso tiene un efecto positivo sobre la emisión de boca-oreja. Siendo la ubicuidad un atributo distintivo de la banca móvil, observamos su papel moderador, identificando que hay clientes que consideran la ubicuidad como una característica importante de la banca móvil, mientras que otros no la consideran relevante. Este estudio propone recomendaciones para mejorar el uso de los servicios de la banca móvil, evitando o disminuyendo los efectos negativos de sus inconvenientes.The objective of this study is to explore the influence of m-banking resource-related inadequacies on clients’ satisfaction with the banking services, their permission-based mobile marketing tendencies and word-of-mouth emission actions. Analysing a sample of 1429 users of mobile banking services, we determined that clients’ satisfaction influences their willingness to receive permission-based mobile marketing and to emit word-of-mouth, while the willingness to receive permission-based mobile marketing has a positive effect on the word-of-mouth emission. In order not to overlook the ubiquity as a distinguishing attribute of m-banking services, we observe its moderating role, identifying clients who consider ubiquity as an important m-banking characteristic and others who do not consider it relevant. Hence, attending the opinion of actual m-banking clients, this study proposes suggestions for improving the use of m-banking services by avoiding or lessening the negative effects of m-banking resource-related inadequacies

WIRELESS ADVERTISING: A STUDY OF MOBILE PHONE USERS

Using a qualitative methodology, this study attempts to provide a general framework of the functions of mobile communication, and to identify the specific preferences of mobile phone users regarding the commercial messages received on their personal devices. Research objectives: (1) To identify the specific characteristics of mobile communication as perceived by mobile users; (2) to define and analyze the functions of wireless communication as perceived by mobile phone users; and (3) to investigate users' preference regarding the content of commercial wireless communication. Previous research: Bauer et al. (2002) identified time, location, information and personalization as relevant acceptance factors for mobile advertising. Barwise and Strong (2002) developed a conceptual model, arguing that social norms, user's motives, mode, time, location and personal characteristics will affect the processing of mobile information by consumers. Tsang et al. (2004) evidenced the influence of entertainment, informativeness and irritation, while Bauer et al. (2005) argued that consumer attitudes are influenced by perceived information, entertainment, and social utility. In a similar study, Xu and Gutierrez (2006) tested the effect of entertainment, irritation, informativeness, credibility and personalization on the attitudes of Chinese consumers. Research methodology: First, a series of academic and practical articles and reports have been accessed in order to assess the existing knowledge on this topic. Second, five focus groups have been organized with six mobile phone users, aged between 20 and 40 years old. Each focus group comprised an equal number of male and female participants. The focus groups lasted between 45 and 60 minutes and addressed three main issues: the specific characteristics of the mobile phones as a commercial communication media, the functions of mobile phone communication, and the specific preferences of mobile phones users regarding the content of commercial messages. Findings: The participants demonstrated an active attitude regarding mobile advertising, which they think it has the potential to revolutionize the practice of commercial communication, by focusing more on consumer's personal needs and circumstances. Implications: This transformation cannot be realized without increasing the interactive control of mobile phone users' over the functionality and content advertising messages. Although the required technology already exists, it seems necessary to create new applications that can combine the advantages of customer-, product- and location- centered communication. Original contribution: Previous studies often used an analytical approach, highlighting specific variables regarding consumer perception or technology adoption. Using a qualitative methodology, this study provides a general framework of the functions of mobile communication, and identifies the specific preferences of mobile phone users regarding the commercial messages received on their personal devices.wireless advertising, mobile phones, functionality, content, users' opinions

Consumer Appraisals of Mobile Marketing Communications

This paper reports on a study that investigates the emotions elicited from appraising SMS-based mobile marketing (m-marketing) communications under three marketing conditions: product consistency, incentives and permission giving. Results from the experimental design show that appraising m-marketing communications elicits both single emotions and mixed emotions; that is, a mixture of positive and negative emotions in the same response. Additionally, the results show that the influence of specific marketing conditions may increase or reduce the intensity of the emotions elicited. This study contributes to marketing practice by examining consumer appraisals of m-marketing communications under different combinations of marketing conditions. The results provide insights into which emotions are likely to be elicited as a result, and how a specific marketing condition might influence their levels of intensity. The study contributes to marketing theory also through combining appraisal theory with Richins (1997) consumption emotion set

Revisiting the effect of mobile advertising content on buying intention / Nor Hazlina Hashim, Normalini Md Kassim and Roshni Ann George

The digital era is known for technological breakthroughs in knowledge exchange through portable computing devices that include android and iOS smart phones. These gadgets, which have become a necessity for many, offer numerous advertising opportunities for companies to reach a wide pool of potential customers. Mobile advertising holds the best promise for one-to-one communication and provides avenues for direct and personalised marketing. Previous studies on consumer attitudes towards mobile advertising have generated conflicting results. This paper conceptualizes the effect of mobile advertising content on buying intention in a framework derived from past models and theories of technology acceptance. In light of the high purchase intentions of the younger generation in Malaysia, antecedents previously used in predicting the behavioural response of consumers towards mobile advertising and purchase intention were reexamined and combined with the personalization factor. Additionally, subjective norms and perceived behavioural control are proposed to have considerable impact on the purchase intentions of consumers in Malaysia. It is hoped that the proposed framework will lead to further clarity about the importance of mobile advertising content on behavioural response and therefore benefit the marketing efforts of companies by providing valuable insights on factors that influence the buying intentions of Malaysian consumers

A Contribution to Theory Building for Mobile Marketing: Categorizing Mobile Marketing Campaigns through Case Study Research

Marketing experts consider the mobile device as an extremely promising marketing tool as it supports them to cope with their major challenge: getting time and attention from customers. Current mobile marketing research mostly covers success factors and acceptance analysis. Categorization, when addressed, lacks in appropriate foundation and is not linked to objectives at all. In this article we examine 55 case studies in order to identify relevant characteristics of mobile marketing campaigns. The outcome of the paper is the derivation of four mobile marketing standard types and an examination of campaign objectives that can be addressed by mobile marketing. The proposed scheme allows to unambiguously characterize any given mobile marketing campaign and to identify the respective objectives.

Brand Loyalty- Impact of Cognitive and Affective Variables

Studies on brand loyalty typically focus on the behavioural side of brand loyalty or on the attitudinal side. Rare are the studies that examine simultaneously both components of brand loyalty. The present study was performed to describe the conjoint contribution of cognitive and affective variables in the formation of brand loyalty. A questionnaire was administered to 400 shampoo users. A confirmatory analysis was performed to test the conceptual model presented. The results provide a better knowledge about the role played by each factor in brand loyalty formation and emphasises the major role played by affective factors.brand loyalty, repetitive buying behaviour, true loyalty, commitment, brand attachment endogenous rural development, european model of agriculture, traditional agriculture, modern agriculture, multifunctionality

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

How smartphone advertising influences consumers’ purchase intention

In the last decade, the use of smartphones has grown steadily. The way consumers interact with brands has changed owing to the accessibility of an internet connection on smartphones, and ubiquitous mobility. It is crucial to understand the factors that motivate consumers to interact with smartphone advertisements and therefore what stimulates their decision to purchase. To achieve this goal, we proposed a conceptual model that combines Ducoffe’s web advertising model and flow experience theory. Based on the data collected from 303 respondents, from a European country, we empirically tested the conceptual model using a partial least squares (PLS) estimation. The results showed that advertising value, flow experience, web design quality, and brand awareness explain purchase intention. The study provides results that allow marketers and advertisers to understand how smartphone advertisements contribute to consumer purchase intention