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

The influences of advertisement attitude and brand attitude on purchase intention of smartphone... PurposeThe 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/approachThis 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.FindingsThe 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/valueThese results imply that contextual advertising and new technology enabling feel and touch for products/services can maximize the effect of mobile advertisements. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Industrial Management & Data Systems Emerald Publishing

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

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0263-5577
DOI
10.1108/IMDS-06-2016-0229
Publisher site
See Article on Publisher Site

Abstract

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

Journal

Industrial Management & Data SystemsEmerald Publishing

Published: Jul 10, 2017

References