The purpose of this research is to review the extant literature on mobile advertising systematically and to carry out a comprehensive analysis of research in this emerging field. Accordingly, this paper synthesises the literature on mobile advertising in terms of theories, contexts, characteristics and methodology to analyse the development of mobile advertising research over time. The literature review shows that mobile advertising research has transitioned from text message-based SMS advertisements into internet-based smartphone advertising. Furthermore, based on the synthesis, we have developed a conceptual framework that shows the antecedents, mediators and consequences of mobile advertising. Additionally, we have identified some overlooked areas and proposed some insightful research directions to advance this field of research. This review contributes to the mobile marketing literature, specifically to the mobile advertising literature.

Mobile advertising: A systematic literature review and future research agenda

A comprehensive operational framework is proposed to explain young consumers’ (i.e. generations Y and Z) engagement with brands on social media sites (SMSs). This paper aims to synthesize two motivational theories: uses and gratifications (U&G) theory and the technology acceptance model (TAM).,A selective literature review was conducted to examine recent publications related to young consumers’ brand-driven engagement behavior on SMSs in which either TAM or U&G theory was applied. A three-stage method was used: an initial search was followed by vertical and horizontal searches and then a targeted search of scholarly publications. At each stage, the university’s library databases and Google Scholar were searched for relevant, mainly peer-reviewed articles, using appropriate filters and keywords. The articles’ references and the studies that cited those articles were added to the initially identified research pool (vertical search), coupled with publications of a similar nature based on keywords (horizontal search). The final stage, the targeted search, involved identifying and adding specific articles (e.g. literature reviews and integrated models).,After a review of a significant number of U&G and TAM studies, similarities and differences of the two theories were identified, and an integrated operational framework was developed. Based on empirical findings of existing U&G and TAM studies, testable propositions were presented.,The proposed hybrid model and the associated propositions provide a research opportunity to empirically examine how young consumers’ motivational (i.e. motivating and demotivating) drivers, normative influence, perceived value and attitudes (toward brand content and engagement) predict intention or actual brand-related behavior on SMSs.,Much of current research indicates that generations Y and Z (“digital natives”) spend considerably more time on SMSs than any of the older generations (“digital immigrants”). Thus, brands that aim to target this cohort need to develop successful engagement strategies (e.g. gamification and influencer marketing) on current and emerging SMSs. The suggested conceptualization provides guidelines for companies to effectively use such communication strategies to motivate young people to engage with their brands on sites such as Twitter, Instagram and Facebook.,A review of TAM research indicates that it lacks rich motivating/demotivating constructs, and thus borrows from other theories to complement this weakness. An examination of U&G frameworks, particularity Ducoffe (1996)-based models, indicates that these frameworks mainly test engagement with social media advertising but seldom other types of brand-driven engagement on SMSs. In addition, many U&G studies focus less than TAM studies do on outcome variables such as behavioral intentions and behavior. Thus, the authors propose a synthesized U&G and TAM framework that mitigates both theories’ weaknesses and builds on their strengths, enriching the growing research on brand-driven engagement behavior via SMSs.

Young consumers’ motivational drivers of brand engagement behavior on social media sites: A synthesized U&G and TAM framework

By means of a meta-analysis, we synthesize the findings of over two decades of research from 88 empirical studies regarding four well established and theoretically rooted determinants on consumers’ attitude towards digital advertising: informativeness, entertainment, irritation, and credibility. Among other findings, we show that the effects of these determinants have changed over the past 20 years as the internet has developed. We also find that the effects differ depending on which type of online touchpoint was considered. In particular, we differentiate between the most prominent online touchpoints: email advertising, social media advertising, search engine advertising, web display banner advertising, electronic word-of-mouth communication, and corporate website advertising. Additionally, we extend the well-established determinants by more recent ones accounting for the ongoing digitalization and advances in online touchpoints (i.e. personalization, privacy concerns and interactivity). We also derive important managerial implications and several fundamental directions for future research. 

/pdf/determinants-of-consumers-attitudes-towards-digital-27f31wbc.pdf

Determinants of consumers’ attitudes towards digital advertising – A meta-analytic comparison across time and touchpoints

Purpose – Mobile communication has become an integral part of people’s lives in recent times. Consumers’ purchasing behaviors have been found to be influenced by their attitudes towards mobile advertising. This study explored the usability of lifestyle segmentation to find differences among consumers and assessed the relationship between consumers’ attitudes toward mobile advertising. Design/Methodology/Approach – The study is based on primary data collected through a survey questionnaire on a consumer sample in Pakistan. The study surveyed 166 respondents and categorized them into three different lifestyle groups: self-indulgents, experiencers, and traditionalists. Factor analysis and cluster analysis techniques were applied on the data to identify lifestyle segments, whereas a one-way ANOVA test was used to find significant lifestyle differences among mobile device users as regards their attitudes and behaviors towards mobile advertising. Findings and implications – Significant statistical differences were found among lifestyle segments in terms of attitudes and behavioral outcomes towards mobile advertising. The demographic variables were found to be insignificant for finding attitudinal and behavioral differences among consumers. The relationship between attitudes and behaviors was also found to be positive. Marketers can design their promotional campaigns more effectively by using a lifestyle segmentation approach. Limitations – The scope of the study is limited, as it is a single-market investigation, and its explanatory power is low because of the sample size. Originality – The applicability of lifestyle segmentation in comparison to demographic variables to find attitudinal and behavioral differences towards mobile advertising had not been done before.

Use of Lifestyle Segmentation for Assessing Consumers’ Attitudes and Behavioral Outcomes towards Mobile Advertising

A meta-analytic review of mobile advertising research

IntroductionText messages (SMS, Short Message Service) are short communications which consist of the communicator's ID and are sent from one mobile device to another using the applications on handsets via Wireless Application Protocol (WAP). SMS is the brand engagement technology of choice for billions of consumers in the world. This facility is available on any type of mobile phone globally, which sets it apart from mobile apps, which are exclusive to smartphones and tablets only (Portio Research, 2015). Globally, the annual expenditure on advertising through mobile messages has reached more than $14,173 mn in a few years, which was just $2,560 mn in 2007.SMS marketing is an emerging medium for advertising various products and services. It involves conveying of marketing messages to individuals via mobile devices to promote goods, services and ideas to both existing and potential customers (Haghirian et al., 2005). Advertising through SMS is gaining popularity among many companies- both big and small-as a tool to communicate with their customers (Portio Research, 2015). The main rationale for communicating by means of SMS is its high perusal rate. 99% of text messages are examined by the recipients and 90% are read within three minutes after conveyance (Almossawi, 2014). SMS has a 'message open rate' of 99%, while it is very low in the case of e-mail, which is just 22% (Dixon and Birmingham, 2015). Actually, SMS is a subset of mobile marketing (Saleem, 2013).Billions of text messages are being exchanged each day. These are used for social interactions and personal chats as well (Acker, 2014). The use of text messaging to reach potential customers via cellular services is gaining popularity, making the cell phone an ultimate tool for marketing (Tsang et al., 2004). Companies are using SMS to communicate with their potential and current customers, staff and suppliers in a highly approachable way (Portio Research, 2015).Mobile marketing can address a particular segment of the market. It is more personalized than mass media marketing which targets different segments at the same time. Marketers can use the customer's feedback which is collected against SMS marketing for the improvement of their products and for making them more compatible with customers' needs (Haghirian et al., 2005). For it to be effective, the length of a marketing message should not be more than 160 characters (Asghar, 2012) and the language should be easy to follow (Haghirian et al., 2005).According to the International Telecommunication Union (ITU), in 2013, 85% of the world's population had access to mobile phones and all segments of society use SMS at least once a year (Acker, 2014). The first SMS was exchanged in 1992 (Asghar, 2012). And now, in just more than two decades, seven trillion messages are being exchanged every year. Out of the total world population of 7.3 billion, 6.1 billion are using SMS-capable mobile phones and sending SMS regularly. According to Portio Research, the number of SMS users are growing day-by-day and will reach at 6.4 to 6.5 billion over the next three years (Portio Research, 2015).Mobile-cellular telephone subscriptions (number of active pre-paid and post-paid subscriptions) are also increasing all over the world. The total number of mobile phone subscriptions in the world was projected to reach 8.5 billion by the end of 2016 (Portio Research, 2015).Pakistan's mobile phone industry too is growing quite speedily. In 2000, the total mobile-cellular telephone subscriptions in Pakistan was just 0.03 million, while in 2014, it had reached 13.57 million (The World Bank, n.d.). It is therefore important to know what factors have an impact on the attitudes of consumers towards SMS-based mobile phone promotion (Saadeghvaziri and Hosseini, 2011) in the context of Pakistan, so that marketers can better strategize their campaigns in this country. This study makes an attempt to fill this gap. …

Factors Influencing Consumers' Attitude, Intention and Behavior towards Short Message Service-Based Mobile Advertising in Pakistan

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Factors Influencing Consumers' Attitude, Intention and Behavior towards Short Message Service-Based Mobile Advertising in Pakistan