Entertainment and Informativeness as Precursory Factors of Successful Mobile Advertising Messages
Es un placer para mi anunciar la reciente publicación del artículo de investigación “Entertainment and Informativeness as Precursory Factors of Successful Mobile Advertising Messages” en la revista Communications of the IBIMA. El trabajo es de libre acceso (algo muy poco habitual en este tipo de publicaciones). Por supuesto toda sugerencia será bienvenida 😉
The use of mobile advertising allows marketers to directly communicate with their consumers anytime and anyplace. However, it is unknown which is the best way to build these advertisements in order to positively affect attitudes’ formation and consumers’ behavior. Thus we suggest utilitarian (informativeness) and hedonic aspects (entertainment) of mobile messages in order to investigate how these aspects affect consumers´ attitudes, to value the effect of general opinion about advertising on mobile attitudes, and to study the relationship between attitudes and behavioral intentions in mobile environments. The empirical analysis is based on data collected from 429 users of different countries and the use of structural modeling techniques. Firstly the results suggest that the entertainment and informational aspects perceived by consumers in mobile advertising affect their attitudes. Secondly there is an impact of general opinion about advertising on mobile attitudes. Finally there is also a positive and direct influence of attitudes on behavioral intentions. The research also includes several managerial implications, limitations and future research lines.