The influences of advertisement attitude and brand attitude on purchase intention of smartphone advertising
| Autor: | Sang-Gun Lee, Chang-Gyu Yang, Eui-Bang Lee |
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| Rok vydání: | 2017 |
| Předmět: |
Value (ethics)
Strategy and Management Brand awareness 05 social sciences Contextual advertising Advertising Industrial and Manufacturing Engineering Computer Science Applications Management Information Systems Personalization Entertainment Advertising research 0502 economics and business Industrial relations Context awareness 050211 marketing Marketing Psychology ComputingMilieux_MISCELLANEOUS 050203 business & management |
| Zdroj: | Industrial Management & Data Systems. 117:1011-1036 |
| ISSN: | 0263-5577 |
| DOI: | 10.1108/imds-06-2016-0229 |
| Popis: | 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. |
| Databáze: | OpenAIRE |
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