Developing customer product loyalty through mobile advertising: Affective and cognitive perspectives. (August 2019)

• Record Type: Journal Article
• Authors: Lu, Chih-Cheng; Wu, Ing-Long; Hsiao, Wei-Hung
• Is Part Of: International journal of information management. Volume 47(2019)
• Page Start: 101
• Page End: 111
• Publication Date: 2019-08
• Subjects: Mobile advertising -- Loyalty -- Perceived usefulness -- Affective -- Cognitive; Social sciences -- Information services -- Periodicals; Social sciences -- Research -- Periodicals; Information science -- Periodicals; Management information systems -- Periodicals; Knowledge management -- Periodicals; Sciences sociales -- Documentation, Services de -- Périodiques; Sciences sociales -- Recherche -- Périodiques; Sciences de l'information -- Périodiques; Systèmes d'information de gestion -- Périodiques; Information science; Management information systems; Social sciences -- Information services; Social sciences -- Research; Periodicals; Electronic journals; 025.52068
• DOI: 10.1016/j.ijinfomgt.2018.12.020
• Languages: English
• ISSNs: 0268-4012

Abstract

Highlights: Mobile advertising is important for carrying out personalization with marketing effort. Consumer loyalty to the products is the target of mobile advertising. Expectation Confirmation Model arises for defining the structure of the research model. Elaboration Likelihood Model defines a behavior with two beliefs, affect with involvement and cognition with interactivity. Empirical results show important links for the research variables. Abstract: Mobile advertising is an increasingly popular marketing channel since it can present advertising in a personalized manner. This study examines the development of customer product loyalty through mobile advertising by considering the drivers from affective and cognitive perspectives. An Expectation Confirmation Model (ECM), as defined for repurchase intention, is proposed as a theoretical basis for the relationship structure of related research variables. An Elaboration Likelihood Model (ELM) identifies affective and cognitive concerns for defining the drivers of consumer behavior. Involvement and interactivity confirmation arise as affective and cognitive concerns in this context. This research model also indicates a particular mediating role of perceived usefulness and customer satisfaction from the two drivers for developing customer product loyalty. Empirical analysis shows that both affective and cognitive perspectives, i.e., involvement and interactivity, are important drivers to motivate customer product loyalty. The findings can help practitioners design more effective approaches for mobile advertising.