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

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dc.authoridVarnali, Kaan/0000-0002-9731-6532|Yilmaz, Cengiz/0000-0002-9383-1457|Toker, Aysegul/0000-0002-3502-5609
dc.authorwosidVarnali, Kaan/N-8826-2018
dc.authorwosidToker, Aysegul/AAB-6329-2022
dc.contributor.authorVarnali, Kaan
dc.contributor.authorYilmaz, Cengiz
dc.contributor.authorToker, Aysegul
dc.date.accessioned2024-07-18T20:42:35Z
dc.date.available2024-07-18T20:42:35Z
dc.date.issued2012
dc.departmentİstanbul Bilgi Üniversitesien_US
dc.description.abstractThe 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. (C) 2012 Elsevier B.V. All rights reserved.en_US
dc.description.sponsorshipBogazici University Research Funds; Turkcellen_US
dc.description.sponsorshipThis research is funded by Bogazici University Research Funds and Turkcell. Authors thank the anonymous reviewers for their valuable contributions.en_US
dc.identifier.doi10.1016/j.elerap.2012.08.002
dc.identifier.endpage581en_US
dc.identifier.issn1567-4223
dc.identifier.issn1873-7846
dc.identifier.issue6en_US
dc.identifier.scopus2-s2.0-84869491706en_US
dc.identifier.scopusqualityQ1en_US
dc.identifier.startpage570en_US
dc.identifier.urihttps://doi.org/10.1016/j.elerap.2012.08.002
dc.identifier.urihttps://hdl.handle.net/11411/7345
dc.identifier.volume11en_US
dc.identifier.wosWOS:000311497500005en_US
dc.identifier.wosqualityQ2en_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherElsevieren_US
dc.relation.ispartofElectronic Commerce Research and Applicationsen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectMobile Advertisingen_US
dc.subjectMobile Marketingen_US
dc.subjectSms Advertisingen_US
dc.subjectPermission-Based Marketingen_US
dc.subjectExperimental Researchen_US
dc.subjectWord-Of-Mouthen_US
dc.subjectM-Commerceen_US
dc.subjectPerceived Intrusivenessen_US
dc.subjectConsumer Perceptionsen_US
dc.subjectInvolvementen_US
dc.subjectContexten_US
dc.subjectClutteren_US
dc.subjectMarketen_US
dc.subjectTrusten_US
dc.subjectModelen_US
dc.titlePredictors of attitudinal and behavioral outcomes in mobile advertising: A field experiment
dc.typeArticle

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