Designing the Attitude toward Advertising Model through Mobile Social Networks

Journal of System Management

مقاله 6، دوره 6، شماره 1، شهریور 2020، صفحه 79-98   

نوع مقاله: Research Paper

شناسه دیجیتال (DOI): 10.30495/jsm.2020.673649

نویسندگان

Atefeh Shekari؛ Seyed Najmoddin Mosavi^* ؛ Abdolkhalegh Gholami Chenarestan Olya

Department of Management, Yasooj Branch, Islamic Azad University, Yasooj, Iran

چکیده

The aim of this research is to help advance a better understanding of digital advertising innovation adoption, consumer acceptance of customized advertising, and the influence of customized advertising on product purchase intent via a mobile social network. To this end, two types of questionnaires, including an open questionnaire filled up by 16 experts and university professors was designed to identify the indicators and sub-indicators of advertising acceptance determinants through mobile-based cyberspace networks. The other questionnaire was a 5-point Likert questionnaire designed based on the identified indicators of the open questionnaire, which was filled by 234 cyber-space users who were chosen using simple random sampling method in order to verify the identified factors. The results of the study led to the identification of seven main indicators namely revenue generating, legalization, Awareness at social levels, Family and friends, Advertiser owners, monitoring and Advertising quality and the identification of 44 sub-indicators for seven three main determinants.

کلیدواژه‌ها

Mobile Social Networking؛ Economic Advantage؛ Advertising Effectiveness

مراجع

Akar, E. & Topcu B. (2011),  " An Examination of the Factors Influencing Consumers Attitudes Toward Social Media Marketing", Journal of Internet Commerce, Vol. 10, pp. 0-35.

AlSuwaidan, L. and Ykhlef, M. (2016), "Toward Information Diffusion Model for Viral Marketing in Business", International Journal of Advanced Computer Science and Applications, Vol. 7 No. 2, pp. 637-646.

 Bauer, Barnes, S. J., Reichardt, T., & Neumann, M. M. (2005). Driving consumer acceptance of mobile marketing: A theoretical framework and empirical study. Journal of Electronic Commerce Research, 6(3), 181-192.

Belch, G. E., Belch, M. A. (2014), Advertising and promotion: an integrated marketing communications perspective, New York: McGraw-Hill.

Brahim, S. B. (2016), " The Impact of Online Advertising on Tunisian Consumers’ Purchase Intention", Journal of Marketing Research & Case Studies, pp. 13-1.

 Bran, L., Romero, K., Echeverri, L., Peña, J., Vasquez, S., Aguilera, M., Herazo, C. and Valencia, A., 2017. Information and Communication Technologies Influence on Family Relationship. Global Journal of Health Science, 9 (6), 204-213. DOI:10.5539/gjhs. v9n6p204.

 Brettel, M., Reich, J., Gavilanes, J. M., and Flatten, T. C. (2015), "What drives advertising success on Facebook? an advertising-effectiveness model: Measuring the effects on sales of “likes” and other social-network stimuli", Journal of Advertising Research, vol. 55 No. 2, pp. 162-175.

Dehghani, M., & Tumer, M. (2015), " A research on the effectiveness of Facebook advertising on enhancing purchase intention of consumers", Computers in Human Behavior, 49, 597e600.

E-Marketer. (2016), "Mobile Privacy in Western Europe", retrieved on June 14, at http://www.emarketer.com/articles/results.aspx?q=privacy%20concerns.

Farzana, P., Noor, I., & Sulaiman, A. (2014), " Social media usage and organizational performance: Reflections of Malaysian social media managers", Telematics and Informatics, Vol. 32, pp. 67–78.

Filo, K., Lock, D. & Karg, A. (2015). Sport and social media research: A review. Sports management review, 18(2), 166-81. Az

Ha, H. Y., John, J., John, J. D., & Chung, Y. K. (2016), "Temporal Effects of Information from Social Networks on Online Behavior: The role of cognitive and affective trust", Internet Research, vol. 26 No. 1.

Haghirian, P., & Inoue, A. (2007), " An advanced model of consumer attitudes toward advertising on the mobile internet",  International Journal of Mobile Communications, Vol. 5 No. 1, pp. 48–67.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Englewood Cliffs, NJ: Prentice Hall.

http://adage.com/article/digital/facebook-s-mobilerevenue-hits-2-5-billion-prices-soar/296869/

Kaplan, A.M. & Haenlein, M. (2010), " Users of the world, unite! The challenges and opportunities of social media", Business Horizons, Vol. 53 No. 1, pp. 59-68.

Lee, C. K., Lee, Y. K., Lee, B. K. (2011), "Korea’s destination image formed by the loyalty", Journal of Business Administration, Vol. 2, pp. 83-100.

Lee, D. H., Im, S., and Taylor, C. R. (2008), "Voluntary self-disclosure of information on the internet: A multimethod study of the motivations and consequences of disclosing information on blogs", Psychology and Marketing, Vol. 25 No. 7, pp. 692-710.

Lenhart, A., Madden, M. (2007), "Teens, Privacy and Online Social Networks. How Teens

Leppaiemi, M., Karjaluoto, H. (2008), "Mobile marketing: From marketing strategy to mobile marketing campaign implementation", International Journal of Mobile Marketing, Vol. 3 No. 1, pp 50-61.

Manage Their Online Identities and Personal Information in the Age of MySpace". Pew Internet and American Life Project Report, pp. 1-45.

Mansour, I. (2012), "Factors affecting consumer′s intention to accept mobile advertising in Sudan", Official publication of the school of management studies, University of Khartoum, Vol.5 No. 1, pp. 121-141.

Mehta, A., Purvis, S. C. (2012), "When attitude towards advertising in general influence advertising success", Conference of the American Academy of Advertising, Norfolk, VA, pp. 1-17.

Mobithinking. (2013), "Blog: Mobile advertising statistics 2013. Retrieved from Mobithinking" website: http://mobithinking.com/blog/mobile-advertising-statistics-2013.

Muk, A. (2007). Consumers' intentions to opt-in to SMS advertising: A cross-national study of young Americans and Koreans. International Journal of Advertising, 26(2), 177-198.

Muk, A., Chung, C. (2015), "Applying the technology acceptance model in a two-country study of SMS advertising", Journal of Business Research, Vol. 68 No. 4, pp. 1-6.

Natarajan, Th., Balasubramanian, Sa., Kasilingam, Dl.,(2017), "Understanding the intention to use mobile shopping applications and its influence on price sensitivity", Journal of Retailing and Consumer Services, Vol. 37, pp. 8 – 22.

Okazaki, S., Li, H., and Hirose, M. (2012). Benchmarking the use of QR code in the mobile promotion: Three studies in Japan. Journal of Advertising Research, Vol. 52 No. 1, pp. 102-117.

Ozga, S. A. (1960). Imperfect markets through lack of knowledge. Quarterly Journal of Economics, 74, 29-52.

Patet, I. (2011), "Consumer Attitude toward Mobile Marketing", Master thesis of University of Technology Department of Business Administration, pp. 1-165.

Peterson, T. (2015), "Facebook's mobile revenue climbs to $2.5 billion as Ad prices soar: the Social network is selling fewer ads but charging much higher prices", Advertising Age, Retrieved from

R. Li, T. Song, N. Capurso et al. (2017), "IoT applications on secure smart shopping system",  IEEE Internet of Things Journal, Vol. 4 No. 6, pp. 1945–1954.

Radder, L., Pietersen, J., Wang, H., & Han, X. (2010). Antecedents of South African high school pupils' acceptance of universities SMS advertising International Business & Economics Research Journal, 9(4), 29-39.

Rese, A., Schreiber, S., & Baier, D. (2014), "Technology acceptance modeling of augmented reality at the point of sale: Can surveys be replaced by an analysis of online reviews? ",  Journal of Retailing and Consumer Services, Vol. 21 No. 5, pp 869e876.

Retrieved from http://www.mendeley.com/research/imperfect-markets-through-lack-of-knowledge

Schumann, J. H., von Wangenheim, F., and Groene, N. (2014), "Targeted online advertising: Using reciprocity appeals to increase acceptance among users of free web services", Journal of Marketing, Vol. 78 No. 1, pp. 59-75.

Soleimani, R. (2014), "Social networks, Opportunities and Threats", Rahavard Noor, No. 31, pp. 14-19

Solomon, M. R. (2013), "Consumer Behavior: Buying, having and being (10th ed.) ", United Kingdom: Pearson.

T. Song, N. Capurso, X. Cheng et al. (2017), " Enhancing GPS with lane-level navigation to facilitate highway driving", IEEE Transactions on Vehicular Technology Vol. 66 No. 6, pp. 4579–4591.

T. Song, R. Li, B. Mei et al. (2017), "A privacy-preserving communication protocol for IoT applications in smart homes", IEEE Internet of Things Journal Vol. 4 No. 6, pp. 1844–1852.

Tsang, M. M., Ho, S.-C., & Liang, T.-P. (2004), " Consumer attitudes toward mobile advertising: An empirical study", International Journal of Electronic Commerce, Vol. 8, pp. 65–78.

Ünal, S., Ercis, A., Keser, E. (2011), "Attitudes towards mobile advertising: A research to determine the differences between the attitudes of youth and adults", Procedural Social and Behavioral Sciences, Vol. 24, pp. 361-377

Wang, C., Zhang, P., Choi, R., D’Eredita, M, (2014), "Understanding consumer attitude toward advertising", Eighth Americas Conference on Information System, pp. 1143-1148.

Wang, Y., & Sun, S. (2010). Examining the role of beliefs and attitudes in online advertising A comparison between the USA and Romania. International Marketing Review, 27, 87-107.

X. Zheng, G. Luo, and Z. Cai. (2018), "A fair mechanism for private data publication in online social networks", IEEE Transactions on Network Science and Engineering, to be published, doi:10.1109/TNSE.2018.2679483.

Yang, Z., Peterson, R. T. (2011), "Customer perceived value, satisfaction, and loyalty: The role of switching costs". Psychology and Marketing, Vol. 21 No. 10, pp. 799-822.