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

Authors: Justin Beneke

Addresses: School of Management Studies, University of Cape Town, South Africa

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.

DOI: 10.1504/IJEF.2011.038220

International Journal of Electronic Finance, 2011 Vol.5 No.1, pp.15 - 31

Published online: 23 Jan 2011 *

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