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Article
Publication date: 17 May 2013

Key factors of teenagers' mobile advertising acceptance

José Martí Parreño, Silvia Sanz‐Blas, Carla Ruiz‐Mafé and Joaquin Aldás‐Manzano

The purpose of this paper is to analyse key drivers of teenagers' attitude toward mobile advertising and its effects on teenagers' mobile advertising acceptance.

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Abstract

Purpose

The purpose of this paper is to analyse key drivers of teenagers' attitude toward mobile advertising and its effects on teenagers' mobile advertising acceptance.

Design/methodology/approach

A proposed model of affective (irritation and entertainment) and cognitive (perceived usefulness) antecedents of attitude toward mobile advertising and its effects on mobile advertising acceptance is analysed. The sample consisted of 355 Spanish teenagers. The model was tested using structural equation modelling.

Findings

Findings show that entertainment, irritation and usefulness are key drivers of teenagers' attitude toward mobile advertising. Moreover, perceived usefulness reduces irritation. The authors' model also suggests that improving teenagers' attitude toward mobile advertisements is a key factor for teenagers' mobile advertising acceptance.

Practical implications

This research offers practical implications for marketing managers interested in targeting mobile advertising campaigns to teenagers. Marketers should take care of the number and frequency of messages being sent in order to avoid teenagers being irritated by their advertising attempts. Marketers can improve attitude through message personalization, content relevance and enriching the sales messages with entertainment features.

Originality/value

While consumer‐driven factors such as perceived control or trust have deserved a lot of attention, little research has focused on the role of emotions on attitude and behaviour towards mobile advertising. This paper combines the influence of cognitive and affective message‐driven factors on teenagers' attitude and behaviour towards mobile advertising.

Details

Industrial Management & Data Systems, vol. 113 no. 5
Type: Research Article
DOI: https://doi.org/10.1108/02635571311324179
ISSN: 0263-5577

Keywords

  • Mobile services
  • Attitudes
  • Teenagers
  • Irritation
  • Entertainment
  • Perceived usefulness

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Article
Publication date: 17 August 2012

Facebook versus television: advertising value perceptions among females

Kelty Logan, Laura F. Bright and Harsha Gangadharbatla

The purpose of this paper is to compare female students' perceptions of the value of advertising on social network sites (SNSs) to their perceptions of the value of…

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Abstract

Purpose

The purpose of this paper is to compare female students' perceptions of the value of advertising on social network sites (SNSs) to their perceptions of the value of television advertising.

Design/methodology/approach

An online questionnaire was fielded among students from three major universities in the USA, as well as SNSs (Facebook, LinkedIn, and Twitter). The final sample (n=259) was comprised of female students who had used social media and television during the past month. The authors developed two structural equation models using Amos 18 statistical software.

Findings

The analysis indicated that Ducoffe's Ad Value model does not provide a good fit for assessing advertising value in social media or television. While Irritation was a factor in assessing Attitude toward advertising, the respondents assessed ad value on the basis of Entertainment (higher for social media) and Informativeness (higher for television).

Research limitations/implications

In examining the relative importance of each component of Ducoffe's model, it is clear that Entertainment and Informativeness play key roles in assessing advertising value for both traditional (television) and non‐traditional media (SNSs). While Irritation did not play a significant role in value assessment, it was found to directly impact attitude towards advertising, a critical juncture in the consumer purchase cycle.

Practical implications

If practitioners seek to interact via SNSs with young female consumers they should focus on providing entertaining content in a format that makes brand engagement seamless while not impeding goals.

Originality/value

This initial investigation provides the impetus for future research about consumers' perceptions of advertising value across all SNSs, in comparison to their traditional counterparts.

Details

Journal of Research in Interactive Marketing, vol. 6 no. 3
Type: Research Article
DOI: https://doi.org/10.1108/17505931211274651
ISSN: 2040-7122

Keywords

  • United States of America
  • Consumer behaviour
  • Students
  • Women
  • Social media
  • Television
  • Entertainment
  • Informativeness
  • Irritation
  • Social networking sites
  • Ad value
  • Ducoffe's Advertising Value

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Article
Publication date: 22 July 2020

An evaluation of social media advertising for Muslim millennial parents

Dessy Kurnia Sari, Suziana Suziana and Donard Games

This paper aims to investigate the effects of informativeness, entertainment and credibility of social media on the perceived value of advertising for Muslim millennial…

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Abstract

Purpose

This paper aims to investigate the effects of informativeness, entertainment and credibility of social media on the perceived value of advertising for Muslim millennial parents. It evaluates the impact of these variables on brand awareness and purchase intention.

Design/methodology/approach

This study uses a mixed-method analysis with two stages. In the first stage, information from social media was collected. The second stage involved an online survey of 210 Muslim millennial parents. Structural equation modeling-partial least squares was used to test the study’s prediction.

Findings

The results showed that informativeness, entertainment and credibility of the message significantly influence Muslim millennial parents’ perceived value of social media advertising. These aspects also have a significant effect on brand awareness and purchase intention. The parents appreciate entertainment most, followed by the informativeness and credibility of the message.

Practical implications

This study offers new insights on Muslim millennial parents as a new segment in the market. Social media advertising is the most appropriate strategy for approaching this segment, and therefore, should be given much attention by marketers. The message created needs to be informative, entertaining and credible. It should consider culture, Islamic values and tradition.

Originality/value

The study contributes to the evaluation of a new trend for Muslim millennials as young parents. The tendency to spend more time using social media as the primary source of information is evaluated. Additionally, this study gives marketers a better understanding of Muslim millennial parents, especially in a collective society.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
DOI: https://doi.org/10.1108/JIMA-02-2020-0055
ISSN: 1759-0833

Keywords

  • Millennial parents
  • Social media advertising
  • Muslim millennial
  • Young parents
  • Islamic market segmentation

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Article
Publication date: 9 April 2018

Understanding social media advertising effect on consumers’ responses: An empirical investigation of tourism advertising on Facebook

Manel Hamouda

This study aims to deepen the current understanding of social media advertising by using the Ducoffe’s advertising value model. The purpose of this paper is to examine the…

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Abstract

Purpose

This study aims to deepen the current understanding of social media advertising by using the Ducoffe’s advertising value model. The purpose of this paper is to examine the antecedents of advertising value and its consequences on consumers’ attitude and behavior in the specific context of tourism advertising on Facebook.

Design/methodology/approach

Survey was conducted on a quota sample of 352 Tunisian Facebook users. Web-based questionnaires were used to collect the data which was analyzed using exploratory factor analysis and structural equation modeling.

Findings

Findings indicate that there is a significant relationship between informativeness, entertainment, credibility and social media advertising value. This positive value will affect favorably consumers’ attitude toward social media advertising and their behavioral responses. The moderator effect of corporate reputation was also confirmed in this relationship.

Practical implications

Tourism marketers should focus not only on developing information-rich and entertaining social media advertisements but also a credible content of the ads. Furthermore, Facebook should be systematically integrated by tourism practitioners in their communication strategy as it affects the attitude and consequently the behavior of the consumers especially when the company using social media advertising has a good corporate reputation.

Originality/value

In the tourism context, the effectiveness of social media advertising remains little known to practitioners and scholars despite the frequent use of social media by tourism customers and companies in recent years. So, this research study contributes to a better understanding of the use of social media advertising on Facebook regarding tourism products and services.

Details

Journal of Enterprise Information Management, vol. 31 no. 3
Type: Research Article
DOI: https://doi.org/10.1108/JEIM-07-2017-0101
ISSN: 1741-0398

Keywords

  • Corporate reputation
  • Social media
  • Credibility
  • Entertainment
  • Advertising value
  • Informativeness
  • Attitude towards advertising
  • Consumer responses

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Article
Publication date: 13 March 2017

Attitudes toward mobile search ads: a study among Mexican millennials

Enrique Murillo

The purpose of this study is to conduct a survey of Mexican millennials to measure the extent of negative bias and perceived advertising value they experienced toward the…

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Abstract

Purpose

The purpose of this study is to conduct a survey of Mexican millennials to measure the extent of negative bias and perceived advertising value they experienced toward the ads they encountered while performing a search for local products and services from their smartphones.

Design/methodology/approach

Using a paper survey with a scenario question, responses were collected from 1,215 millennial smartphone owners about the strategies they used for scanning mobile search organic and sponsored results and quickly reaching the information they needed when performing a mobile search. The 315 participants who reported clicking on ads were further surveyed on their perceptions of ad informativeness, entertainment, irritation and credibility. These constructs were used as the predictors of advertising value in a structural equations model which was estimated with partial least squares.

Findings

A substantial bias against sponsored results was found, with two-thirds of respondents skipping the ads when performing a mobile search from their smartphones. However, 28.2 per cent reported clicking on the most relevant result without regard to it being organic or sponsored, and an additional 5.6 per cent reported clicking on an ad as their first strategy. In the structural model, all four hypothesized antecedents of advertising value were significant, and some gender differences were detected.

Practical implications

With the increasing penetration of smartphones, and rapid growth of mobile search, these results are particularly relevant for local merchants, who can use mobile search ads to leverage their location and communicate with searching consumers at the precise moment when they are most receptive to timely and relevant advertising.

Originality/value

This study is the first to measure the extent of consumer bias against sponsored results in a mobile search, and the first empirical estimation of the advertising value of mobile-sponsored results.

Details

Journal of Research in Interactive Marketing, vol. 11 no. 1
Type: Research Article
DOI: https://doi.org/10.1108/JRIM-06-2016-0061
ISSN: 2040-7122

Keywords

  • Mobile advertising
  • Millenials
  • Search marketing

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Article
Publication date: 10 July 2017

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

Eui-Bang Lee, Sang-Gun Lee and Chang-Gyu Yang

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

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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.

Details

Industrial Management & Data Systems, vol. 117 no. 6
Type: Research Article
DOI: https://doi.org/10.1108/IMDS-06-2016-0229
ISSN: 0263-5577

Keywords

  • Brand attitude
  • Advertisement value
  • Advertising attitude
  • Context awareness value
  • Purchase intension

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Article
Publication date: 21 May 2018

A model of periodization of radio and internet advertising history

Lilly Anne Buchwitz

This paper aims to describe the development of forms of advertising on radio and internet when they were new media and propose a model of periodization through which the…

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Abstract

Purpose

This paper aims to describe the development of forms of advertising on radio and internet when they were new media and propose a model of periodization through which the two histories can be understood and appreciated.

Design/methodology/approach

Two narrative histories were constructed based on data collected from numerous public and private, historical and contemporary and primary and secondary materials. The methodology of New Historicism informed the research.

Findings

When the two histories are viewed through the model, many similarities in terms of milestones and markers become apparent.

Research limitations/implications

Perhaps when the next new electronic mass medium is invented, a future researcher may look back on this model and consider whether it applies.

Practical implications

For practitioners who consider history a relevant source of knowledge and inspiration, this research offers a way of organizing and understanding the history of internet advertising.

Social implications

Today’s consumers, especially Millennials, continue to seek to avoid advertising on the internet. The use of ad blockers poses a significant threat to the business models of online content providers. This research demonstrates that resistance to advertising is nothing new and that it may be, in the end, futile.

Originality/value

The model is an original creation, based on an original view of history, and offered as a lens through which to understand this history.

Details

Journal of Historical Research in Marketing, vol. 10 no. 2
Type: Research Article
DOI: https://doi.org/10.1108/JHRM-09-2016-0020
ISSN: 1755-750X

Keywords

  • Advertising history
  • Internet advertising
  • Internet history
  • New historicism
  • Radio advertising
  • Radio history

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Article
Publication date: 3 October 2016

Antecedents of attitudes toward eWOM communication: differences across channels

Yaniv Gvili and Shalom Levy

Despite the extensive academic interest in electronic word of mouth (eWOM) communication, consumer attitudes toward eWOM communication have been neglected. The purpose of…

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Abstract

Purpose

Despite the extensive academic interest in electronic word of mouth (eWOM) communication, consumer attitudes toward eWOM communication have been neglected. The purpose of this paper is to propose a conceptual framework for attitudes toward eWOM communication across digital channels.

Design/methodology/approach

Data were collected through a web-based survey on seven major digital communication channels. ANOVA was applied in order to analyze their differences. In addition, structural equation modeling was used to test the eWOM attitude model, using a sample of 864 participants who have had prior experience with the channels under study.

Findings

Findings indicate that both attitude toward eWOM and its antecedents significantly differ across channels. Additionally, a path analysis model reveals that the original integrated model applies to eWOM communications. Yet, in the case of eWOM, irritating messages may be positively related to attitude toward the channel, and credibility serves as a mediator of message value.

Research limitations/implications

This paper supports the notion that attitude toward eWOM communication significantly differs across media channels. Future research should examine additional implications of attitude toward eWOM, and explore new and evolving channels.

Practical implications

Practitioners should adjust their eWOM media strategy to their objectives; blogs and social networks are more effective for brand attitude formation, whereas web forums enhance message credibility.

Originality/value

To the best of the authors’ knowledge, this is the first research study that tests attitudinal differences toward eWOM across digital channels. As such, it contributes to the understanding of people’s perception of these platforms.

Details

Internet Research, vol. 26 no. 5
Type: Research Article
DOI: https://doi.org/10.1108/IntR-08-2014-0201
ISSN: 1066-2243

Keywords

  • Attitudes
  • Social networks
  • Electronic word of mouth (eWOM)
  • WOM

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Article
Publication date: 14 November 2016

Sport-related branded entertainment: the Red Bull phenomenon

Reinhard E. Kunz, Franziska Elsässer and James Santomier

The purpose of this paper is to introduce a conceptual model of branded entertainment into sport marketing and highlight Red Bull’s strategy as a “best practice”. Branded…

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Abstract

Purpose

The purpose of this paper is to introduce a conceptual model of branded entertainment into sport marketing and highlight Red Bull’s strategy as a “best practice”. Branded entertainment, the full integration of advertising into entertainment content, is an innovative marketing strategy that can provide sport enterprises and sponsors with consumer attention and engagement.

Design/methodology/approach

Branded entertainment was theoretically framed and conceptualised. Using an inductive approach Red Bull’s portfolio of self-generated action/extreme sport content as well as its production, distribution and viral processes were analysed.

Findings

A communication model of sport-related branded entertainment was developed to distinguish actors such as athletes, sponsors, and co-operating companies, traditional and new (sport) media as well as sport consumers and prosumers and analyse their actions and relationships.

Research limitations/implications

This study is limited to Red Bull’s branded entertainment activities. However, a thorough conceptualisation and analysis of branded entertainment and findings of unique characteristics and anomalies related to branded sport entertainment allows academics and professionals to understand and apply the concept.

Practical implications

The research theme triggers a dialogue and encourages marketing practitioners to consider alternative ways to engage their target audiences and expand their integrated communication strategies via a unique and dynamic promotional tool.

Originality/value

This paper contributes to the sport value framework by addressing “value co-creation” in a sport media and marketing context. By highlighting the Red Bull phenomenon as an innovative approach a successful integration of branding and sponsorship activities into sport entertainment content production, distribution and viral marketing is presented.

Details

Sport, Business and Management: An International Journal, vol. 6 no. 5
Type: Research Article
DOI: https://doi.org/10.1108/SBM-06-2016-0023
ISSN: 2042-678X

Keywords

  • Sport marketing
  • Action/extreme niche sport
  • Branded entertainment
  • Content marketing
  • Media communication

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Article
Publication date: 17 August 2015

Effects of brand placement strength, prior game playing experience and game involvement on brand recall in advergames

Devika Vashisht and Sreejesh S

The purpose of this paper is to explore the effect of brand placement strength on gamers’ brand recall as moderated by gamers’ prior game playing experience and game…

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Abstract

Purpose

The purpose of this paper is to explore the effect of brand placement strength on gamers’ brand recall as moderated by gamers’ prior game playing experience and game involvement in the context of advergames. Specifically, this research utilizes Limited Capacity Model of attention to explain how and under what conditions brand placements create attention, elaboration and subsequent brand recall.

Design/methodology/approach

A 2 (brand placement strength: prominent versus subtle) × 2 (prior game playing experience: experienced versus inexperienced) × 2 (game involvement: high versus low involvement) between-subjects measures design is used. Empirical data were obtained from 220 undergraduate student gamers. A between-subjects measures ANOVA is used to test the hypotheses.

Findings

There are several important findings that can be inferred from the results. First, inexperienced gamers report high brand recall in prominent brand placements than subtle brand placements, whereas for experienced gamers, no significant difference in recall rates is found between prominent brand placement and subtle brand placement. Second, inexperienced gamers with low game involvement playing an advergame with prominent brand placement report high brand recall compared to inexperienced gamers with high game involvement playing an advergame with prominent brand placement.

Research limitations/implications

The study contributes to the advertising literature from a non-traditional advertising perspective, particularly in the context of online advergames, and explains the role of brand placement and its boundary conditions to create customers’ brand memory. Moreover, this research contributes to the marketing knowledge on how to locate and embed the brands effectively in advergames, taking into account the individual characteristics of each advergame.

Practical implications

The findings are very important for advertising practitioners because selecting media that enhances the brand memory of the consumers through entertainment is a planning strategy that has been widely used by media planners today. Hence, advertising managers should think about designing advergames by taking into account the game involvement factor to make sure that the implementation has the strongest positive effect on consumers’ memory.

Originality/value

This research contributes to the literature of online advertising, especially the advergames by exploring the impact of brand placement strength and prior gaming experience on gamers’ brand recall. In addition, this study is the first step toward understanding the moderating role of game involvement on Indian gamers recall in the context of online advertising.

Details

Journal of Indian Business Research, vol. 7 no. 3
Type: Research Article
DOI: https://doi.org/10.1108/JIBR-11-2014-0082
ISSN: 1755-4195

Keywords

  • Advergames
  • Brand placements
  • Game involvement
  • Nature of the game
  • Need for cognition

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