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Key Antecedents of Smartphone User’s Attitude Towards Mobile Advertising: A Critical Literature Review

Afzali, S. (2017) Key Antecedents of Smartphone User’s Attitude Towards Mobile Advertising: A Critical Literature Review.

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Abstract:Due to rapid technological developments and high competition in the smartphone and advertising industry, mobile advertising becomes increasingly more important. Companies strive to better understand consumer’s behaviour to develop effective mobile advertising. The current literature reveals various antecedents of consumer’s attitude towards mobile advertising which in turn leads to acceptance or rejection of mobile advertising. A review of the literature unveils some inconsistencies and it remains unclear which key antecedents do exert a significant influence on the attitude towards mobile advertising. Therefore, the aim of this study is to close the existing gap. This will be achieved by analysing the empirical findings and critically assessing the significant influence of each antecedent on attitude across the relevant literature. In order to achieve this, elements of a meta analytical approach are depicted. The following metrics such as the path coefficients beta, R2 and the p-value are used to assess the empirical findings. Across the technology acceptance theories, TAM is predominating as a robust model throughout the literature. However, literature has shown that a cognitive-affective framework could best explain attitude towards mobile advertising. Affective antecedents become increasingly more important which should receive some attention from marketers and future research. Mobile advertising should create value or benefit for consumers to develop a more favourable attitude and to finally accept mobile advertising. In addition, consumers expect from mobile advertisers to mitigate concerns regarding perceived risk of privacy or security issues. This study identifies the following leading antecedents having the most significant effect on attitude: Perceived usefulness, entertainment, credibility, informativeness, personalization and permission. Finally, this study suggests a general framework by extending the TAM with those leading key antecedents that can be used by managers.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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