Factors affecting attitudes and behavioral intentions toward in-app mobile advertisements

Sigurdsson, Valdimar, Ramachandran Girija, Vishnu Menon, Hallgrimsson, Atli Geir, Larsen, Nils Magne and Fagerstrøm, Asle (2017) Factors affecting attitudes and behavioral intentions toward in-app mobile advertisements. Journal of Promotion Management, 694 - 714. (doi:10.1080/10496491.2018.1405523).

Abstract

Mobile apps show a heavy usage pattern and compelling growth figures. This study seeks to examine consumers' attitudes toward in-mobile advertisements in terms of mobile advertising value. The samples are from the United Kingdom (UK) and India because the nationals of these countries exhibit a high degree of dissimilarity in a number of Hofstede's cultural dimensions. The findings suggest that factors such as perceived entertainment, credibility, and information significantly improve attitudes toward in-app advertisements, and that the effectiveness of these advertisements is based on cultural differences. The participants from India exhibited more positive attitudes toward in-app advertisements than their counterparts from the UK. The entertainment factor had a greater impact on Indian, while credibility and information had a more significant impact on smartphone users from the UK.

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Contributors

Author: Vishnu Menon Ramachandran Girija

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