Towards a conceptual model: a path analysis of fundamental relationships affecting mobile advertising effectiveness

Justin Beneke

International Journal of Electronic Finance, 2011, vol. 5, issue 1, 15-31

Abstract: This research aims to establish how attitudes towards mobile advertising ultimately influences purchase intention. A conceptual model was developed, linking the constructs attitudes, attention, involvement and purchase intention in the context of mobile advertising. The model was tested with a sample of 250 young adults using Partial Least Squares (PLS) analysis. Findings indicated that a positive relationship exists between a consumer's attitude towards mobile advertising and his or her purchase intention. However, this relationship was found to be partially mediated by the attention that a consumer pays to the mobile advertisement, as well as his or her involvement in it.

Keywords: mobile advertising; attitudes; attention; involvement; purchase intention; e-finance; South Africa; conceptual modelling; electronic finance; young adults; youth; partial least squares; PLS; mobile advertisements; mobile ads; mobile adverts. (search for similar items in EconPapers)
Date: 2011
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=38220 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijelfi:v:5:y:2011:i:1:p:15-31

Access Statistics for this article

More articles in International Journal of Electronic Finance from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().