The Mediating Role of Extrinsic Motivation in the Relationship between Mobile Advertising and Customers’ Attitudes towards Mobile Advertising
DOI:
https://doi.org/10.55737/qjss.349691381Keywords:
Customer Attitude, Extrinsic Motivation, Information, Entertainment, Credibility, IrritationAbstract
With its unmatched access to customers in a world becoming increasingly mobile, mobile advertising has become a crucial marketing tactic in today's digital age. This paper explores the complex interaction between consumers' attitudes and mobile advertising, illuminating the elements affecting consumers' views in reaction to these messages. Gaining insight into consumers' perspectives regarding mobile advertising is critical for ensuring its efficacy. This research aims to analyze extrinsic motivation's role as a mediator in the interaction between mobile advertising and consumers' attitudes toward it. An analysis of the relationship between mobile advertising, extrinsic motivation, and customers' attitudes is proposed through the lens of motivational theory and consumer behaviour literature. A conceptual framework is presented to clarify this relationship. The proposed relationships will be examined by collecting data from a diverse sample of mobile users using quantitative research methodologies. The study's results reveal significant direct effects of credibility and irritation from mobile advertising on customers' attitudes towards mobile advertising. Additionally, the study finds that credibility has a significant indirect effect through extrinsic motivation. However, the indirect effects of information, entertainment, and irritation through extrinsic motivation are not statistically significant. These findings provide valuable insights into the factors influencing customers' attitudes toward mobile advertising, particularly highlighting the mediating role of extrinsic motivation.
References
Ajmi, A. N., Hammoudeh, S., Nguyen, D. K., & Sarafrazi, S. (2014). How strong are the causal relationships between Islamic stock markets and conventional financial systems? Evidence from linear and nonlinear tests. Journal of International Financial Markets, Institutions and Money, 28(1), 213–227. https://doi.org/10.1016/J.INTFIN.2013.11.004
Bacile, T. J., Ye, C., & Swilley, E. (2014). From Firm-Controlled to Consumer-Contributed: Consumer Co-Production of Personal Media Marketing Communication. Journal of Interactive Marketing, 28(2), 117–133. https://doi.org/10.1016/j.intmar.2013.12.001
Bagozzi, R. P., Davis, F. D., & Warshaw, P. R. (1992). Development and test of a theory of technological learning and usage. Human Relations, 45(7), 659–686. https://doi.org/10.1177/001872679204500702
Bauer, H. H., Barnes, S. J., Reichardt, T., & Neumann, M. M. (2005). Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study. Journal of Electronic Commerce Research; Long Beach, 6(3), 181–192. http://directory.umm.ac.id/articles/Baueretal_MomMarketingConsumerAccept.pdf
Brackett, L. K., & Carr, B. N. (2001). Cyberspace advertising vs. other media: Consumer vs. mature student attitudes. Journal of Advertising Research, 41(5), 23-32. https://doi.org/10.2501/jar-41-5-23-32
Carroll, A., Barnes, S. J., Scornavacca, E., & Fletcher, K. (2007). Consumer perceptions and attitudes towards SMS advertising: Recent evidence from New Zealand. International Journal of Advertising, 26(1), 79–98. https://doi.org/10.1080/02650487.2007.11072997
Cham, T. H., Lim, Y. M., & Sigala, M. (2022). Marketing and social influences, hospital branding, and medical tourists’ behavioural intention: Before- and after-service consumption perspective. International Journal of Tourism Research, 24(1), 140–157. https://doi.org/10.1002/JTR.2489
Chen, J. V., Ross, W., & Huang, S. F. (2008). Privacy, trust, and justice considerations for location‐based mobile telecommunication services. Info, 10(4), 30–45. https://doi.org/10.1108/14636690810887526
Chowdhury, H., Parvin, N., … C. W.-I. journal of, & 2006, undefined. (n.d.). Consumer attitude toward mobile advertising in an emerging market: An empirical study. Academia.EduHK Chowdhury, N Parvin, C Weitenberner, M BeckerInternational Journal of Mobile Marketing, 2006•academia.Edu. https://www.academia.edu/download/55861545/Consumer_Attitude_Towards_Mobile_Adverstising.pdf
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and Intrinsic Motivation to Use Computers in the Workplace. Journal of Applied Social Psychology, 22(14), 1111–1132. https://doi.org/10.1111/J.1559-1816.1992.TB00945.X
Dickinger, A., Haghirian, P., Murphy, J., & Scharl, A. (2004). An investigation and conceptual model of SMS marketing. Proceedings of the Hawaii International Conference on System Sciences, 37, 471–480. https://doi.org/10.1109/HICSS.2004.1265096
Ducoffe, R. H. (1996). Advertising value and advertising on the Web. Journal of Advertising Research, 36(5), 21–21. http://go.galegroup.com/ps/anonymous?id=GALE%7CA76914157&p=AONE
Fishbein, M. (1976). A Behavior Theory Approach to the Relations between Beliefs about an Object and the Attitude Toward the Object. 87–88. https://doi.org/10.1007/978-3-642-51565-1_25
Fulgoni, G. M., & Lipsman, A. (2017). Are you using the right mobile advertising metrics?: How relevant mobile measures change the cross-platform advertising equation. Journal of Advertising Research, 57(3), 245–249. https://doi.org/10.2501/JAR-2017-034
Gaber, H. R., Wright, L. T., & Kooli, K. (2019). Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization. Cogent Business & Management, 6(1). https://doi.org/10.1080/23311975.2019.1618431
Gao, S., & Zang, Z. (2016). An empirical examination of users’ adoption of mobile advertising in China. Information Development, 32(2), 203–215. https://doi.org/10.1177/0266666914550113
Ghose, A., & Han, S. P. (2011). An empirical analysis of user content generation and usage behavior on the mobile internet. Management Science, 57(9), 1671–1691. https://doi.org/10.1287/mnsc.1110.1350
Grewal, D., Bart, Y., Spann, M., & Zubcsek, P. P. (2016). Mobile Advertising: A Framework and Research Agenda. Journal of Interactive Marketing, 34(1), 3-14. https://doi.org/10.1016/j.intmar.2016.03.003
Haghirian, P., Madlberger, M., & Tanuskova, A. (2005). Increasing Advertising Value of Mobile Marketing - An Empirical Study of Antecedents. Proceedings of the 38th Annual Hawaii International Conference on System Sciences, 32c–32c. https://doi.org/10.1109/HICSS.2005.311
Hashim, N. H., Normalini, N., & Sajali, N. (2018). The influence factors towards mobile advertising message content on consumer purchase intention. Global Business Review, 19(5), 1187–1206. https://doi.org/10.1177/0972150918788746
Kaplan, A. M. (2012). If you love something, let it go mobile: Mobile marketing and mobile social media 4x4. Business Horizons, 55(2), 129–139. https://doi.org/10.1016/j.bushor.2011.10.009
Igbaria, M., Parasuraman, S., & Baroudi, J. J. (1996). A Motivational Model of Microcomputer Usage. Journal of Management Information Systems, 13(1), 127–143. https://doi.org/10.1080/07421222.1996.11518115
Joshi, S., Stalin, S., Shukla, P. K., Shukla, P. K., Bhatt, R., Bhadoria, R. S., & Tiwari, B. (2021). Unified authentication and access control for future Mobile Communication-Based lightweight IoT systems using blockchain. Wireless Communications and Mobile Computing, 2021, 1–12. https://doi.org/10.1155/2021/8621230
Jun, J. W., & Lee, S. (2007). Mobile media use and its impact on consumer attitudes toward mobile advertising. International Journal of Mobile Marketing, 2(1), 50.
Kalakota, R., Robinson, M., & Kalakota, D. R. (2002). M-business: The race to mobility. McGraw-Hill New York, NY.
Karjaluoto, H., Lehto, H., Leppaniemi, M., & Jayawardhena, C. (2008). Exploring Gender Influence on Customer’s Intention to Engage Permission-based Mobile Marketing. Electronic Markets, 18(3), 242–259. https://doi.org/10.1080/10196780802265793
Kim, H. W., Chan, H. C., & Gupta, S. (2007). Value-based Adoption of Mobile Internet: An empirical investigation. Decision Support Systems, 43(1), 111–126. https://doi.org/10.1016/J.DSS.2005.05.009
Kressel, K., & Pruitt, D. G. (1985). Themes in the Mediation of Social Conflict. Journal of Social Issues, 41(2), 179–198. https://doi.org/10.1111/J.1540-4560.1985.TB00862.X
Le, C. X., & Wang, H. (2021). Integrative perceived values influencing consumers’ attitude and behavioral responses toward mobile location-based advertising: an empirical study in Vietnam. Asia Pacific Journal of Marketing and Logistics, 33(1), 275–295. https://doi.org/10.1108/APJML-08-2019-0475
Lee, S. F., Tsai, Y. C., & Jih, W. J. (2006). An empirical examination of customer perceptions of mobile advertising. Information Resources Management Journal, 19(4), 39–55. https://doi.org/10.4018/IRMJ.2006100103
Liu, C. L. E., Sinkovics, R. R., Pezderka, N., & Haghirian, P. (2012). Determinants of Consumer Perceptions toward Mobile Advertising - A Comparison between Japan and Austria. Journal of Interactive Marketing, 26(1), 21–32. https://doi.org/10.1016/J.INTMAR.2011.07.002
Loh, X. M., Lee, V. H., Tan, G. W. H., Ooi, K. B., & Fosso Wamba, S. (2022). Embracing mobile shopping: what matters most in the midst of a pandemic? Industrial Management and Data Systems, 122(7), 1645–1664. https://doi.org/10.1108/IMDS-09-2021-0558
Lou, C., & Xie, Q. (2021). Something social, something entertaining? How digital content marketing augments consumer experience and brand loyalty. International Journal of Advertising, 40(3), 376–402. https://doi.org/10.1080/02650487.2020.1788311
Lu, C. C., Wu, I. L., & Hsiao, W. H. (2019). Developing customer product loyalty through mobile advertising: Affective and cognitive perspectives. International Journal of Information Management, 47, 101–111. https://doi.org/10.1016/J.IJINFOMGT.2018.12.020
Luo, X. (2002). Uses and Gratifications Theory and E-Consumer Behaviors. Journal of Interactive Advertising, 2(2), 34–41. https://doi.org/10.1080/15252019.2002.10722060
Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research, 18(3), 318–332. https://doi.org/10.1177/002224378101800306
Nam, Y., Lee, H. S., & Jun, J. W. (2019). The influence of pre-roll advertising VOD via IPTV and mobile TV on consumers in Korea. International Journal of Advertising, 38(6), 867–885. https://doi.org/10.1080/02650487.2019.1637613
Nguyen, L., Bellucci, E., & Nguyen, L. T. (2014). Electronic health records implementation: An evaluation of information system impact and contingency factors. International Journal of Medical Informatics, 83(11), 779–796. https://doi.org/10.1016/J.IJMEDINF.2014.06.011
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). New York: McGraw-Hill.
Nysveen, H., & Pedersen, P. (2003). Usefulness and self-expressiveness: extending TAM to explain the adoption of a mobile parking service. BLED 2003 Proceedings, 64, 705-717. https://aisel.aisnet.org/cgi/viewcontent.cgi?article=1133&context=bled2003
Okoe, A. F., & Boateng, H. (2015). Consumer attitudes toward and intentions to accept mobile advertising. Management Science Letters, 833–842. https://doi.org/10.5267/j.msl.2015.7.002
Papacharissi, Z., & Rubin, A. M. (2000). Predictors of internet use. Journal of Broadcasting and Electronic Media, 44(2), 175–196. https://doi.org/10.1207/S15506878JOBEM4402_2
Parreño, J. M., Sanz-Blas, S., Ruiz-Mafé, C., & Aldás-Manzano, J. (2013). Key factors of teenagers’ mobile advertising acceptance. Industrial Management and Data Systems, 113(5), 732–749. https://doi.org/10.1108/02635571311324179
Pelletier, L. G., Tuson, K. M., Green-Demers, I., Noels, K., & Beaton, A. M. (1998). Why Are You Doing Things for the Environment? The Motivation Toward the Environment Scale (MTES)1. Journal of Applied Social Psychology, 28(5), 437–468. https://doi.org/10.1111/J.1559-1816.1998.TB01714.X
Peng, B., & Spencer, I. (2006). Mobile marketing-the Chinese perspective. International Journal of Mobile Marketing, 1(2), 50.
Rasheed Gaber, H., Elsamadicy, A. M., & Wright, L. T. (2019). Why do consumers use Facebook brand pages? A case study of a leading fast-food brand fan page in Egypt. Journal of Global Scholars of Marketing Science, 29(3), 293–310. https://doi.org/10.1080/21639159.2019.1622434
Reiss, S. (2004). Multifaceted nature of intrinsic motivation: the Theory of 16 basic Desires. Review of General Psychology, 8(3), 179–193. https://doi.org/10.1037/1089-2680.8.3.179
Schlosser, A., Shavitt, S., interactive, A. K.-J. of, & 1999, undefined. (n.d.). Survey of Internet users’ attitudes toward Internet advertising. Wiley Online LibraryAE Schlosser, S Shavitt, A KanferJournal of Interactive Marketing, 1999•Wiley Online Library. Retrieved April 14, 2024, from https://onlinelibrary.wiley.com/doi/abs/10.1002/(SICI)1520-6653(199922)13:3%3C34::AID-DIR3%3E3.0.CO;2-R
Shaheen, M., Lodhi, R., … Z. M.-I. J. of B., & 2017, undefined. (n.d.). Factors influencing consumers’ attitude, intention and behavior towards short message service-based mobile advertising in Pakistan. Search.Proquest.ComM Shaheen, RN Lodhi, Z Mahmood, H AbidIUP Journal of Brand Management, 2017•search.Proquest.Com. Retrieved April 14, 2024, from https://search.proquest.com/openview/4804c8442d4003b516e9928d57bac8f1/1?pq-origsite=gscholar&cbl=2029986
Sharif, K. (2017). Determinants of young consumers’ attitude towards mobile advertising in a technologically and a socially dynamic market. International Journal of Electronic Marketing and Retailing, 8(1), 21–44. https://doi.org/10.1504/IJEMR.2017.083551
Sharma, P. K., & Pandey, V. (2015). Broadband services in India: Problems and prospects. Pacific Business Review International, 8(5), 102-112. http://www.pbr.co.in/2015/2015_month/Nov/13.pdf
Shawky, S., Kubacki, K., Dietrich, T., & Weaven, S. (2022). Is social media a panacea for social marketing communication? A scoping review. Health Marketing Quarterly, 39(3), 297–313. https://doi.org/10.1080/07359683.2022.2082136
Shimp, T. A., & Dyer, D. C. (1978). The effects of comparative advertising mediated by market position of, sponsoring brand. Journal of Advertising, 7(3), 13–19. https://doi.org/10.1080/00913367.1978.10673232
Sigurdsson, V., Menon, R. G. V., Hallgrímsson, A. G., Larsen, N. M., & Fagerstrøm, A. (2018). Factors Affecting Attitudes and Behavioral Intentions Toward In-app Mobile Advertisements. Journal of Promotion Management, 24(5), 694–714. https://doi.org/10.1080/10496491.2018.1405523
Sivaji, M. C., & Soundharaj, S. (2022). A Survey on Wireless Mobile Communication System and Requirements. https://www.academia.edu/download/88617978/A_Survey_on_Wireless_Mobile_Communication_System_and_Requirements.pdf
Steinhoff, L., Arli, D., Weaven, S., & Kozlenkova, I. V. (2018). Online relationship marketing. Journal of the Academy of Marketing Science, 47(3), 369–393. https://doi.org/10.1007/s11747-018-0621-6
Stewart, D. W., & Pavlou, P. A. (2002). From consumer response to active consumer: Measuring the effectiveness of interactive media. Journal of the Academy of Marketing Science, 30(4), 376–396. https://doi.org/10.1177/009207002236912
Sultan, F., Rohm, A. J., & Gao, T. (2009). Factors Influencing consumer Acceptance of Mobile Marketing: A Two-Country Study of Youth Markets. Journal of Interactive Marketing, 23(4), 308–320. https://doi.org/10.1016/j.intmar.2009.07.003
Xu, D. J. (2006). The Influence of Personalization in Affecting Consumer Attitudes toward Mobile Advertising in China. Journal of Computer Information Systems, 47(2), 9–19. https://doi.org/10.1080/08874417.2007.11645949
Tahat, L., Almasri, N., Tahat, T., Ismail, D., & Al-Ahmad, A. S. (2024). Assessing the influence of mobile direct social media advertising on consumer attitudes: a study of Kuwaiti consumers. Cogent Business & Management, 11(1), 2351107. https://doi.org/10.1080/23311975.2024.2351107
Taylor, S., & Todd, P. A. (1995). Understanding information technology usage: A test of competing models. Information Systems Research, 6(2), 144–176. https://doi.org/10.1287/ISRE.6.2.144
Teo, T. S. H., & Lim, V. K. G. (1999). Singapore — an ‘intelligent island’: moving from vision to reality with information technology. Science and Public Policy, 26(1), 27–36. https://doi.org/10.3152/147154399781782626
Tsang, M. M., Ho, S. C., & Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65–78. https://doi.org/10.1080/10864415.2004.11044301
Ul Haq, Z. (2012). Attitude toward SMS Advertising: A Survey with Reference to Indian Consumers. Journal of Internet Commerce, 11(4), 271–290. https://doi.org/10.1080/15332861.2012.729463
Ünal, S., Ercis, A., & Keser, E. (2011). Attitudes towards Mobile Advertising – A Research to Determine the Differences between the Attitudes of Youth and Adults. Procedia: Social & Behavioral Sciences, 24, 361–377. https://doi.org/10.1016/j.sbspro.2011.09.067
Wolin, L. D., & Korgaonkar, P. (2003). Web advertising: Gender differences in beliefs, attitudes and behavior. Internet Research, 13(5), 375–385. https://doi.org/10.1108/10662240310501658
Wong, K. L., Kao, H. C., & Li, W. Y. (2023). Wideband Low-Profile Eight-Port Eight-Wave Annular-Ring Patch Antenna Based on Using Eight Dual-Shorted Dual-Resonant Ring Sectors for 8 × 8 MIMO Mobile Devices. IEEE Access, 11, 18–32. https://doi.org/10.1109/ACCESS.2022.3232606
Wong, M. (2010). Consumers’ attitude towards mobile advertising. https://theses.lib.polyu.edu.hk/handle/200/5921
Yan, J., Zhao, H., Bu, P., & Jin, Y. S. (2021). Channel-Wise Attention-Based Network for Self-Supervised Monocular Depth Estimation. Proceedings - 2021 International Conference on 3D Vision, 3DV 2021, 664–673. https://doi.org/10.1109/3DV53792.2021.00056
Yang, B., Kim, Y., & Yoo, C. (2013). The integrated mobile advertising model: The effects of technology- and emotion-based evaluations. Journal of Business Research, 66(9), 1345–1352. https://doi.org/10.1016/J.JBUSRES.2012.02.035
Zabadi, A. M. A., Shura, M., & Elsayed, E. A. (2012). Consumer Attitudes toward SMS Advertising among Jordanian Users. International Journal of Marketing Studies, 4(1). https://doi.org/10.5539/ijms.v4n1p77
