Examination of the antecedents and consequences of consumers' attitudes towards mobile advertising

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dc.authoridSargin, Sinem/0000-0002-7504-154X
dc.authoridLEBLEBICI KOCER, LEYLA/0000-0003-4238-5749
dc.contributor.authorSargin, Sinem
dc.contributor.authorKocer, Leyla Leblebici
dc.date.accessioned2025-02-24T17:18:57Z
dc.date.available2025-02-24T17:18:57Z
dc.date.issued2024
dc.departmentFakülteler, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümü
dc.description.abstractMobile advertising is a form of advertising that has evolved in parallel with advances in digital technology. This study aims to investigate the causes and effects of consumer attitudes regarding mobile advertising. An online survey method was applied on 431 people in Turkey, who were chosen by the convenience sampling method. Structural equation modelling was used to analyse the data. The study's findings reveal that affinity for technology impacts both attitudinal and action digital readiness. Furthermore, whereas digital readiness affects perceived risk, it does not affect perceived utility. Additionally, the results show that action digital readiness affects perceived utility but not perceived risk. Both perceived utility and perceived risk, on the other hand, have a significant impact on attitudes towards mobile advertising. Attitude towards mobile advertisings strongly impacts entertainment and purchase intention for mobile advertisings; additionally, entertainment has a significant impact on the purchase intention towards mobile advertising.
dc.identifier.doi10.1504/IJMC.2024.140734
dc.identifier.issn1470-949X
dc.identifier.issn1741-5217
dc.identifier.issue3
dc.identifier.urihttps://doi.org/10.1504/IJMC.2024.140734
dc.identifier.urihttps://hdl.handle.net/20.500.14440/937
dc.identifier.volume24
dc.identifier.wosWOS:001304226000005
dc.identifier.wosqualityQ3
dc.indekslendigikaynakWeb of Science
dc.language.isoen
dc.publisherInderscience Enterprises Ltd
dc.relation.ispartofInternational Journal of Mobile Communications
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzKA_WOS_20250201
dc.subjectaffinity for technology
dc.subjectdigital readiness
dc.subjectperceived utility
dc.subjectperceived risk
dc.subjectattitude towards mobile advertising
dc.subjectentertainment
dc.subjectpurchase intention towards mobile advertising
dc.titleExamination of the antecedents and consequences of consumers' attitudes towards mobile advertising
dc.typeArticle

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