DOI:
AUTHOR(S)
Md. Alal Uddin, Md. Borak Ali, Suvra Rani Chanda
ABSTRACT
The aim of the study is to examine the key antecedents of smartphone advertising on consumer purchase intention. Although the importance of smartphone advertising has been rising very rapidly, but this study finds a very limited amount of research on the field that are able to focuses on the ultimate objectives of advertising. So, it has great importance for marketers and academic researchers to find out the issues which influence the consumers’ interaction with smartphone advertising and motivate to purchase after noticing messages from smartphone. This study uses Ducoffe’s web advertising model and flow experience theory for developing theoretical model. A quantitative survey was carried out by collecting 387 valid responses. The study model was analyzed with Partial Least Squares based Structural Equation Modeling (PLS-SEM). This research considered five antecedent variables that affect advertising value, flow experience, and purchase intention. The findings of this study claimed that informativeness, credibility, promotional offers, and personalization are key antecedents of advertising value, which significantly and positively influence smartphone advertising value and, in turn, consumers’ purchase intention. The outcomes of this study have a number of noteworthy contributions to the theoretical (advertising value) and practical contexts that are discussed in this research. The article is recapitulated by mentioning the limitations of this study as well as outlining future research directions.
Download Full Article