Predictors of attitudinal and behavioral outcomes in mobile advertising: A field experiment

Authors:
Kaan Varnali;Cengiz Yilmaz;Aysegul Toker
Affiliations:
Department of Advertising, Istanbul Bilgi University, 34060 Istanbul, Turkey;Department of Business Administration, Middle East Technical University, 06531 Ankara, Turkey;Department of Management, Bogazici University, Bebek, 34342 Istanbul, Turkey
Venue:
Electronic Commerce Research and Applications
Year:
2012

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Abstract

The study examines consumer responses to SMS-based mobile advertising campaigns using a field experiment with actual behavioral responses. Specifically, the effects of message characteristics (i.e., incentives and prior permission) and individual differences of message recipients (i.e., content involvement, prior experience with the mobile medium, and medium-fit perceptions) on the attitudinal and behavioral outcomes of such campaigns are investigated. Perceived intrusiveness of the message and attitude toward the campaign are conceptualized as key attitudinal reactions triggered by a mobile advertising message, which in turn influence the behavioral responses generated by the campaign. Findings suggest that, in comparison to permission and incentive, individual differences are stronger determinants of responses to mobile advertising campaigns. Additionally, intriguing insights with respect to the effectiveness of different types of incentives are provided.