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The influences of advertisement attitude and brand attitude on purchase intention of smartphone advertising

Eui-Bang Lee (Department of Business Administration, Division of Management Information Systems, Sogang Business School, Sogang University, Seoul, Republic of Korea)
Sang-Gun Lee (Department of Business Administration, Sogang University, Seoul, Republic of Korea)
Chang-Gyu Yang (Ajou University, Suwon, Republic of Korea)

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 10 July 2017

Abstract

Purpose

The purpose of this paper is to examine the purchase intention in the case of smartphone advertising, which is unlike any other advertising media.

Design/methodology/approach

This study examines the characteristics of recent mobile advertisements such as brand attitude and context awareness value, which have not been considered in studies on non-mobile advertisements, to address purchase intention through smartphone advertisements using structural equation modeling.

Findings

The results are as follows. Together with entertainment, information, irritation, and personalization in non-mobile advertisements, timing and location in mobile advertisements are the main factors for establishing consumers’ purchase intention. Further, although mobile advertisements’ context awareness value strongly impacts consumers’ advertising attitude and brand attitude, purchase intention receives greater impact from brand attitude than from advertising attitude because the products/services lack feel and touch.

Originality/value

These results imply that contextual advertising and new technology enabling feel and touch for products/services can maximize the effect of mobile advertisements.

Keywords

Citation

Lee, E.-B., Lee, S.-G. and Yang, C.-G. (2017), "The influences of advertisement attitude and brand attitude on purchase intention of smartphone advertising", Industrial Management & Data Systems, Vol. 117 No. 6, pp. 1011-1036. https://doi.org/10.1108/IMDS-06-2016-0229

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited