Instant consumer response: An examination of the paths influencing the effectiveness of mobile advertising

Ying Wang and Jing Jiang

Journal of Digital & Social Media Marketing, 2019, vol. 7, issue 1, 68-87

Abstract: This study examines the different paths underlying the relationships between consumer beliefs, attitudes and behavioural intentions in the context of mobile advertising. Based on survey data collected from 388 mobile users in China, the results of this research suggest that beliefs and attitude work differently in the mobile advertising context than in the traditional media environment. The research identifies three different influencing paths. First, perceived informational usefulness bypasses the time-consuming formation of attitude to have a direct impact on consumers’ purchase intention. Secondly, perceived entertainment usefulness and irritation influence behavioural responses through attitude. Thirdly, credibility influences behavioural intentions through attitude, subjective norm and incentive. Theoretical and practical implications of the findings are discussed.

Keywords: mobile advertising; China; beliefs; attitude; consumer responses (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2019:v:7:i:1:p:68-87

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