Title: Examination of the antecedents and consequences of consumers' attitudes towards mobile advertising

Authors: Sinem Sargin; Leyla Leblebici Kocer

Addresses: Faculty of Economics and Administrative Sciences, Department of Business Administration, Nuh Naci Yazgan University, Kayseri, Turkey ' Faculty of Economics and Administrative Sciences, Department of Business Administration, Erciyes University, Kayseri, Turkey

Abstract: Mobile advertising is a form of advertising that has evolved in parallel with advances in digital technology. This study aims to investigate the causes and effects of consumer attitudes regarding mobile advertising. An online survey method was applied on 431 people in Turkey, who were chosen by the convenience sampling method. Structural equation modelling was used to analyse the data. The study's findings reveal that affinity for technology impacts both attitudinal and action digital readiness. Furthermore, whereas digital readiness affects perceived risk, it does not affect perceived utility. Additionally, the results show that action digital readiness affects perceived utility but not perceived risk. Both perceived utility and perceived risk, on the other hand, have a significant impact on attitudes towards mobile advertising. Attitude towards mobile advertisings strongly impacts entertainment and purchase intention for mobile advertisings; additionally, entertainment has a significant impact on the purchase intention towards mobile advertising.

Keywords: affinity for technology; digital readiness; perceived utility; perceived risk; attitude towards mobile advertising; entertainment; purchase intention towards mobile advertising.

DOI: 10.1504/IJMC.2024.140734

International Journal of Mobile Communications, 2024 Vol.24 No.3, pp.256 - 282

Received: 31 Dec 2021
Accepted: 18 Mar 2023
Published online: 02 Sep 2024 *

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