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Factors Affecting Attitudes and Behavioral Intentions Toward In-app Mobile Advertisements

Permanent lenke
https://hdl.handle.net/10037/13003
DOI
https://doi.org/10.1080/10496491.2018.1405523
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Åpne
article.pdf (556.7Kb)
Accepted manuscript version (PDF)
Dato
2017-12-27
Type
Journal article
Tidsskriftartikkel
Peer reviewed

Forfatter
Sigurdsson, Valdimar; Menon, Vishnu R.G.; Hallgrimsson, Atli Geir; Larsen, Nils Magne; Fagerstrøm, Asle
Sammendrag
Mobile apps show a heavy usage pattern and compelling growth figures. This study seeks to examine consumers’ attitudes toward in-mobile advertisements in terms of mobile advertising value. The samples are from the United Kingdom (UK) and India because the nationals of these countries exhibit a high degree of dissimilarity in a number of Hofstede’s cultural dimensions. The findings suggest that factors such as perceived entertainment, credibility and information significantly improve attitudes toward in-app advertisements, and that the effectiveness of these advertisements is based on cultural differences. The participants from India exhibited more positive attitudes toward in-app advertisements than their counterparts from the UK. The entertainment factor had a greater impact on Indian, while credibility and information had a more significant impact on smartphone users from the UK.
Beskrivelse
This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Promotion Management on 27 December 2017, available online: http://www.tandfonline.com/10.1080/10496491.2018.1405523
Forlag
Taylor & Francis
Sitering
Sigurdsson, V., Menon, V. R. G., Hallgrimsson, A. G., Larsen, N. M. & Fagerstrøm, A. (2017). Factors Affecting Attitudes and Behavioral Intentions Toward In-app Mobile Advertisements. Journal of Promotion Management, 24(5), 1-21. http://doi.org/10.1080/10496491.2018.1405523
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