Search results

1 – 10 of 435
Article
Publication date: 31 May 2013

Hsin Hsin Chang, Hamid Rizal and Hanudin Amin

The aim of this study was to develop a theoretical model of email advertising effectiveness and to investigate differences between permission‐based email and spamming. By…

9530

Abstract

Purpose

The aim of this study was to develop a theoretical model of email advertising effectiveness and to investigate differences between permission‐based email and spamming. By examining different types of email (i.e. permission‐based email and spamming), the present study empirically tested the theoretical linkage between email advertising values, perceived instrusiveness, and the attitudinal‐behavioural dispositions towards email advertising.

Design/methodology/approach

A survey was conducted using 221 respondents from Taiwan. Two scenarios were designed for the present study. The questionnaires were equally divided into two sets, with the first half containing a scenario depicting permission‐based email, and the other half containing a scenario describing a spamming email. Each respondent only received one set of the survey.

Findings

Results from a survey of 221 Internet users in Taiwan indicate that values and attitudes toward, and the perceived intrusiveness of, email advertising significantly affect consumers’ behavioral dispositions toward email advertising. The results suggest that permission‐based email is more effective as compared to spam email advertising. For solicited email, consumers perceived less intrusiveness if the email advertisement offered them financial incentives.

Research limitations/implications

The authors acknowledge four limitations in this study. These limitations however provide further direction for future studies in the discipline. The discussion of these limitations is provided.

Practical implications

Importantly, this study yields significant theoretical and managerial implications. Concerned with the context of email advertising, the authors’ work provides theoretical support for both constructs of advertising values and perceived intrusiveness as important. Concerned with the advertisers, this study renders important implications for better planning of marketing mix strategy using email.

Originality/value

This study provides new theoretical insights into factors influencing consumers’ acceptance of email advertising by incorporating perceived intrusiveness as a mediator in the relationship between advertising values and attitudinal‐behavioral dispositions. By empirically comparing the different types of email advertisements of permission‐based email and spamming, the present study also offers better understanding and extending of the current literature on email advertising research.

Article
Publication date: 1 November 2021

Dongwon Choi and Jooyoung Kim

The primary purpose of the current study was to examine how the presence of two digital ad features – an ad skip option and an ad time display, representing behavioral and…

Abstract

Purpose

The primary purpose of the current study was to examine how the presence of two digital ad features – an ad skip option and an ad time display, representing behavioral and cognitive control, respectively – might influence viewer response to in-stream video ads in terms of perceived control, reactance and advertising outcomes.

Design/methodology/approach

A 2 (Ad skip option: presence vs. absence) × 2 (Ad time display: presence vs absence) between-subjects experiment was conducted online with 217 participants recruited via Qualtrics.

Findings

The results of the online experiment show that the presence of the ad skip option and ad time display related to a higher level of perceived control, predicting lower ad intrusiveness and ad irritation and more favorable attitude toward the ad.

Practical implications

The findings confirm that an ad skip option and an ad time display could minimize negative responses to in-stream video ads by increasing perceived control and reducing viewer reactance.

Originality/value

The findings provide empirical evidence that multiple dimensions of control features (i.e. behavioral and cognitive) can increase perceived control and strengthen its impact on advertising outcomes.

Details

Internet Research, vol. 32 no. 3
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 9 April 2018

Sajad Rezaei, Maryam Emami and Nurlida Ismail

Despite the tremendous advancement of information technology worldwide, a few attempts have been made to uncover the effectiveness of paid internet advertising (PIA) on…

Abstract

Purpose

Despite the tremendous advancement of information technology worldwide, a few attempts have been made to uncover the effectiveness of paid internet advertising (PIA) on consumers buying decisions for retail enterprises in emerging markets. The purpose of this paper is to examine the structural relationships between consumer self-confidence, perceived intrusiveness, continuance search intention, attitude towards PIA and frequency of apps-buying decisions.

Design/methodology/approach

A total number of 515 online questionnaires were obtained from a sample of experienced apps shoppers who were disposed to PIA, in order to evaluate the theoretical model. VB-SEM, which is a variance-based structural equation modelling technique, was applied to assess the measurement scales and structural relationship between exogenous and endogenous constructs.

Findings

Overall, the structural results imply that the proposed model explains 0.738 per cent of variances in consumer’s continuance search intention and 0.756 per cent of the frequency of apps-buying decisions. The results support that consumer self-confidence positively influences attitude towards PIA, continuance search intention and frequency of apps-buying decisions; however, consumer self-confidence is negatively related to perceived intrusiveness. Similarly, attitude towards PIA is positively related to continuance search intention and frequency of apps-buying decision. Besides, perceived intrusiveness negatively influences attitude towards PIA, continuance search intention and frequency of apps-buying decisions. Finally, continuance search intention and the frequency of apps-buying decisions are positively related.

Originality/value

Despite the fact that PIA and its utilisation has been a recent growing trend in managing retail enterprises worldwide, a few studies have been conducted on possible end results of PIA, including consumer continuous apps search intention and purchase decisions.

Article
Publication date: 14 October 2019

Reza Etemad-Sajadi and Gil Gomes Dos Santos

The objective of this paper is to focus on seniors’ acceptance of the usage of connected healthcare technologies in their homes. The authors integrated into technology…

Abstract

Purpose

The objective of this paper is to focus on seniors’ acceptance of the usage of connected healthcare technologies in their homes. The authors integrated into technology acceptance model (TAM) several latent variables such as social presence, trust and degree of intrusiveness perceived with the use of connected health technologies.

Design/methodology/approach

The authors distributed the survey by post to 605 seniors. The authors targeted elderly people using connected health technologies (assistive alarm, telecare, sensors, etc.) at home and/or receiving healthcare at home. The authors received 213 questionnaires back. As The authors had several latent variables, the authors used partial least squares (PLS), a variance-based structural equation modeling method.

Findings

The results show that the level of trust in these technologies impacts significantly the perception of usefulness and the degree of intrusiveness. In parallel, the degree of usefulness of these technologies impacts positively elderly people’s intention to accept their usage. Finally, one can claim that the perception of the social presence with the use of these technologies impacts positively the degree of perceived usefulness, trust and intrusiveness.

Research limitations/implications

The sample covers a population benefiting from similar connected health technologies. It was difficult to distinguish and interpret the added value of each technology separately. As more and more elderly people use or are least familiarizing themselves with a range of connected technologies it would be interesting to identify which sets of connected technologies contribute the most to a positive feeling of social presence.

Social implications

These results are particularly relevant to stakeholders in the health industry in their quest to improve their products/services. A better understanding of the relation that the elderly have with connected health technologies is an essential prerequisite to supporting the development of new solutions capable of meeting the specific needs of our seniors.

Originality/value

The authors want to apply the TAM to connected health technologies designed for elderly people and the authors also want to extend it by integrating the social presence, trust and degree of intrusiveness variables to our research model.

Details

International Journal of Health Care Quality Assurance, vol. 32 no. 8
Type: Research Article
ISSN: 0952-6862

Keywords

Article
Publication date: 25 April 2022

Ling Long Tsai

Most previous studies on new technologies and services have concentrated on their acceptance, seldom exploring in depth why users may choose not to accept technology or…

Abstract

Purpose

Most previous studies on new technologies and services have concentrated on their acceptance, seldom exploring in depth why users may choose not to accept technology or service and remain “non-users.” This study aims to understand free platform users' intention to switch to paid subscription platforms.

Design/methodology/approach

This study utilized push-pull-mooring (PPM) theory to investigate free OTT platform viewers' switching intentions toward paid OTT platforms. A research model was established and examined via a two-stage partial least square (PLS) method. A total of 446 free users were collected from Facebook and Line for data analysis.

Findings

Results show that perceived intrusiveness is the push factor and alternative attractiveness is the pull factor and that both have a positive impact on the switching intention of non-subscribers. Habit represents the mooring factor and negative affects switching intention. Perceived convenience and perceived enjoyment are shown to be two significant habitual antecedents. Furthermore, habit is revealed to moderate the effect of users' perceived advertisement intrusion and alternative attractiveness on switching intention to strengthen positive impact when the habit is strong.

Originality/value

This study is one of the pioneering studies to consider free-to-paid switching behavior on media services using PPM's structural equation model. Contrary to previous research, the study found that, in the context of the free-to-paid transition, highly accustomed users' perception of pull factors and push factors were strengthened, thus generating the tendency to switch platforms.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 17 November 2021

Yan Huang and Hye Jin Yoon

Social media have become an increasingly important venue for prosocial campaigns. Competing for the public’s attention in the digital space is an ongoing challenge. This…

Abstract

Purpose

Social media have become an increasingly important venue for prosocial campaigns. Competing for the public’s attention in the digital space is an ongoing challenge. This study aims to test the influence of ad-context congruence, ad position and ad type (i.e. public service advertising [PSA] vs cause-related brand [CRB] advertising) on the effectiveness of prosocial native advertising on social media.

Design/methodology/approach

Two experiments were conducted on different social media platforms (i.e. Twitter and Instagram) with varied prosocial issues (i.e. healthy eating and environmental sustainability).

Findings

Experiment 1 indicated that the congruence between prosocial native ads and social media feeds elicited greater ad involvement and a more favorable ad attitude, regardless of ad position. Experiment 2 revealed that such an impact was contingent on whether the prosocial native ad was a public service ad or a CRB ad. The positive influence of ad-context congruence was pronounced among public service ads but was not observed among CRB ads. Perceived ad involvement mediated the interaction effects between ad-context congruence and ad type on ad attitude and behavioral intention.

Originality/value

The study extends ad-context congruence research to the context of prosocial native advertising on social media. Moreover, it identifies ad type as a boundary condition for the congruence effects and reveals that increased ad involvement is the mechanism underlying the positive effect of congruent PSA.

Details

Journal of Social Marketing, vol. 12 no. 2
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 21 February 2020

Vinita Bhatia

This paper aims to investigate the motivating and dissuading factors, which develop consumers’ attitude towards permission based marketing.

1090

Abstract

Purpose

This paper aims to investigate the motivating and dissuading factors, which develop consumers’ attitude towards permission based marketing.

Design/methodology/approach

A conceptual model is proposed and validated by following the various studies on mobile and email marketing. A survey of 325 respondents was conducted in the Mumbai city, out of which 271 survey questionnaires were deemed fit for analysis, representing 83.38 per cent response rate. The researcher has used structural equation modelling to test the causal relationships among the constructs.

Findings

The results of the study indicate that increase in personal relevant messages, perceived monetary incentives and perceived entertainment increases consumers’ attitude towards permission based marketing, whereas increase in perceived registration effort decreases consumers’ attitude towards permission based marketing. Furthermore, contrary to the existing literature, perceived consumer empowerment, perceived intrusiveness and perceived privacy issues have no significant relationship with the attitude towards permission marketing. The findings are based on a particular region in India, so it may be different from previous studies.

Research limitations/implications

The study uses a self-reported measure to collect the data through email, and a printed copy of the questionnaire was circulated. Also, the method of sample selection was not random. These two aspects could limit the generalizability of the results.

Practical implications

The research can assist the companies going for promotions through mobile and internet. It provides important findings, which can help them to formulate better promotional strategies.

Originality/value

Fewer research studies have been done to examine the motivating and dissuading factors developing consumers’ attitude towards permission based marketing, therefore, the present research is conducted. After intensely reviewing the available literature, the factors were carefully chosen.

Details

Journal of Research in Interactive Marketing, vol. 14 no. 1
Type: Research Article
ISSN: 2040-7122

Keywords

Book part
Publication date: 29 December 2016

Marcelo Royo-Vela and Farina Meyer

To explore and measure wearout or the acceptance threshold, beyond which, messages in the form of mobile text advertising generate irritation. To assess the set of factors…

Abstract

Purpose

To explore and measure wearout or the acceptance threshold, beyond which, messages in the form of mobile text advertising generate irritation. To assess the set of factors that positively or negatively, according to literature, influences the attitude towards advertising in short message service (SMS) format and on this basis to propose future research along this line. There is also a focus on irritation antecedents.

Methodology/approach

Two surveys are used to prevent unbiased answers. The first one is driven to study the wearout effect in the SMS context. An offline survey is carried out using a structured questionnaire. A sample size of 188 using convenience sampling is collected. The second research is driven to study irritation and attitude towards SMS advertising. Data are collected through an online questionnaire which is published through social media platforms, an e-mail mailing list and a quick response (QR) code. An international sample size of 253 applying a convenience and snow ball sampling procedure is collected.

Findings

The wearout threshold and irritation antecedents in the mobile advertising context are identified as well as positive and negative factors which influence attitude towards SMS advertising. The replies do not match exactly with the significant factors found in previous research.

Research limitations/implications

There are some, among them, sample size and sampling procedure; only one sector was analysed and, although reliability is acceptable, the number of items in each measurement scale was reduced to only two.

Practical implications

Wearout and the characteristics of an SMS message capable to generate positive attitude are described.

Social implications

Guidelines to improve public attitudes towards SMS advertising and prevention from wearout are given.

Originality/value

Wearout in the mobile advertising context is explored and some insights regarding irritation antecedents and the role played by frequency and other positive factors in the causal model proposed by the academy are assessed.

Article
Publication date: 17 May 2013

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.

7451

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
ISSN: 0263-5577

Keywords

Article
Publication date: 9 November 2021

Imam Salehudin and Frank Alpert

Worldwide In-app Purchase (IAP) revenues reached almost US$37 billion in 2017 and doubled that in 2020. Although the revenue from IAPs exceeds those from paid apps, only…

Abstract

Purpose

Worldwide In-app Purchase (IAP) revenues reached almost US$37 billion in 2017 and doubled that in 2020. Although the revenue from IAPs exceeds those from paid apps, only 5% of total app users make any IAPs. This paper investigates why some users will not make IAPs and develop a novel concept of users' Perceived Aggressive Monetization of IAPs as an alternative framework to explain IAP behavior.

Design/methodology/approach

Given the newness of IAPs, this study uses qualitative research to understand the phenomenon and develop a model to explain the decision to spend on IAPs. In total, this study collected 4,092 unique user-generated comments from app user review sites and social media webpages where users discuss in-app purchasing.

Findings

The analysis reveals recurring themes that explain user unwillingness to make in-app purchases, such as conflicting meanings of free-to-play, perceived unfairness and aggressive monetization of IAP by app publishers, and self-control issues. Subsequent user interviews support the themes and suggest that IAP spending might be more impulsive.

Originality/value

The paper develops a new concept of perceived aggressive monetization. Additionally, it proposes a novel theoretical framework that future researchers can use to understand why some mobile game users are unwilling to pay for IAPs.

Details

Journal of Research in Interactive Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-7122

Keywords

1 – 10 of 435