How smartphone advertising influences consumers' purchase intention
By José Martins, Catarina Costa, Tiago Oliveira, R. Gonçalves, F. Branco. Journal of business research, 2019
538 citations recorded by the source corpus.
Abstract In the last decade, the use of smartphones has grown steadily. The way consumers interact with brands has changed owing to the accessibility of internet connection on smartphones, and ubiquitous mobility. It is crucial to understand the factors that motivate consumers to interact with smartphone advertisements and therefore what stimulates their decision to purchase. To achieve this goal, we proposed a conceptual model that combines Ducoffe's web advertising model and flow experience theory. Based on the data collected from 303 Portuguese respondents we empirically tested the conceptual model using a partial least squares (PLS) estimation. The results showed that advertising value, flow experience, web design quality, and brand awareness explain purchase intention. The study provides results that allow marketers and advertisers to understand how smartphone advertisements contribute to consumer purchase intention.
Subfields: Information Systems and Management, Marketing, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/f2b80bd10932f6734fa9df7f21b2cc0450096fc8
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In Information Systems and Management
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Citations in the corpus
- Facebook advertising, eWOM and consumer purchase intention-Evidence from a collectivistic emerging market (2021, result): “First, the variable Facebook ads perceived value was positively influenced by the variable advertisements perceived informativeness on credibility, a finding which is consistent with previous studies (Cheng et al., 2009; Ducoffe, 1995; Hamouda, 2018; Martins et al., 2019).”
- Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone (2020, background): “However, little prior research has studied the brand communication effect on smartphone purchase intention [3,19], and there has not yet been research on the brand identity and personality effects on this intention.”
- The Impact of Perception Related Social Media Marketing Applications on Consumers’ Brand Loyalty and Purchase Intention (2019, background): “Page |92| Emerging Markets Journal behavior (Martins et al. 2019).”