Factors Affecting Attitudes and Behavioral Intentions Toward In-app Mobile Advertisements. (3rd September 2018)

• Record Type: Journal Article
• Authors: Sigurdsson, Valdimar; Menon, R. G. Vishnu; Hallgrímsson, Atli Geir; Larsen, Nils Magne; Fagerstrøm, Asle
• Is Part Of: Journal of promotion management. Volume 24:Number 5(2018)
• Page Start: 694
• Page End: 714
• Publication Date: 2018-09-03
• Subjects: in-app mobile advertising -- uses and gratification theory -- Hofstede's model -- attitudes -- cross-culture marketing; Motivation research (Marketing) -- Periodicals; Consumers -- Periodicals; Sales promotion -- Periodicals; Marketing -- Management -- Periodicals; Advertising -- Periodicals; 658.8205
• DOI: 10.1080/10496491.2018.1405523
• Languages: English
• ISSNs: 1049-6491

Abstract

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.