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Do Affective Variables Make a Difference in Consumers Behavior Toward Mobile Advertising?

María Pilar Martínez-Ruiz1, Alicia Izquierdo-Yusta2, Cristina Olarte-Pascual3

  • 1Department of Business Administration, University of Castilla-La Mancha Albacete, Spain.

Frontiers in Psychology
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Summary
This summary is machine-generated.

Positive emotions significantly influence attitudes toward mobile advertising, impacting consumer intentions. This study explores factors shaping mobile marketing reception among adults.

Keywords:
antecedentsattitudeconsequencesemotionsfeelingsmobile advertisingpermission marketing

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Area of Science:

  • Marketing
  • Consumer Behavior
  • Digital Communications

Background:

  • Mobile technology adoption drives growth in permission-based mobile marketing.
  • Limited research analyzes factors influencing attitudes toward mobile advertising holistically.
  • Understanding consumer intentions and cognitive/affective variables is crucial.

Purpose of the Study:

  • To investigate antecedents of attitudes toward permission-based mobile advertising.
  • To identify links between attitudes and consumer intentions for mobile advertising.
  • To analyze the role of cognitive and affective variables in mobile ad reception.

Main Methods:

  • A causal model was developed and tested.
  • Data collected from 612 Spanish adult mobile phone users receiving SMS ads.
  • Partial Least Squares (PLS) regression validated the structural model.

Main Results:

  • Positive emotions have a significant indirect effect on attitude toward mobile advertising, exceeding their direct impact.
  • Attitude towards mobile advertising positively influences behavioral intentions to receive it.
  • Cognitive variables showed less relevance in shaping attitudes towards mobile advertising.

Conclusions:

  • Affective factors, particularly positive emotions, are key drivers of mobile advertising attitudes.
  • Positive attitudes translate into stronger intentions to receive mobile marketing messages.
  • Future strategies should leverage emotional appeals in mobile advertising campaigns.