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(searched for: doi:10.5171/2010.130147)
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Jay Trivedi, Sigma Soni, Amit Kishore
Journal of Promotion Management, Volume 27, pp 306-331; doi:10.1080/10496491.2020.1829774

Rana K. Al-Soluiman, Abdallah Q. Bataineh, Sameer M. Al-Jabaly, Hanadi A. Salhab
Published: 29 September 2020
Innovative Marketing, Volume 16, pp 113-125; doi:10.21511/im.16(3).2020.10

Abstract:
This research aimed to investigate the impact of smartphone advergames characteristics on purchasing intentions. Four dimensions were considered (irritation, entertainment, credibility, and informativeness). To achieve this aim, the researchers developed a model based on literature reviews and previous studies; a self-administrated questionnaire was designed and distributed over a convenience sample. The researchers used a quantitative method and a descriptive-analytical approach; the study sample consisted of 600 consumers, and 519 questionnaires were returned with an 86.5% response rate. Various statistical methods, including descriptive, simple linear regression, were used to analyze the data and test the hypotheses. This research’s key findings were that there is a statistically direct impact of irritation, entertainment, credibility, and informativeness on consumers’ purchasing intentions. Moreover, there is a mediating role of game involvement between advergames and consumers’ purchasing intentions. Hence, many Jordanian companies can use smartphone mobile advertising to increase sales and create product brand image among consumers. Smartphone advergaming provides numerous opportunities and challenges for advertisers in the current dynamic business environment. AcknowledgmentThe authors are grateful to the Middle East University, Amman, Jordan, for the full financial support granted to this research project.
Sergey Alexandrovskiy, Elena Zinchak, Darya Kozyreva, Ekaterina Sofonova
Moscow University Economics Bulletin, Volume 2020, pp 181-195; doi:10.38050/01300105202049

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Journal of Promotion Management, Volume 26, pp 186-206; doi:10.1080/10496491.2019.1699623

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Journal of Research in Interactive Marketing, Volume 13, pp 96-118; doi:10.1108/jrim-02-2018-0033

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Taanika Arora, Bhawna Agarwal
Vision: The Journal of Business Perspective, Volume 23, pp 56-69; doi:10.1177/0972262918821248

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Published: 18 April 2017
Global Business Review, Volume 18; doi:10.1177/0972150917693144

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Akeem Soladoye Bakare, Acheampong Owusu , Daha Tijjani Abdurrahaman, Len Tiu Wright
Published: 1 January 2017
Cogent Business & Management, Volume 4; doi:10.1080/23311975.2017.1353231

Winifred Wong, Timothy Malone
Journal of Fashion Marketing and Management: An International Journal, Volume 20, pp 54-71; doi:10.1108/jfmm-06-2015-0045

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Holly K. Ott, Michail Vafeiadis, Sushma Kumble, T. Franklin Waddell
Journal of Promotion Management, Volume 22, pp 89-106; doi:10.1080/10496491.2015.1107011

James Cho, Binh Duy Luong, Thi Huong Giang Vo
International Journal of Research Studies in Management, Volume 5; doi:10.5861/ijrsm.2015.1278

Abstract:
Mobile advertising is one of the most popular tools among varied types of electronic commerce, the form of advertising messages in particular. The purpose of this study is to define the factors affecting Vietnamese consumer attitude toward mobile advertising and to investigate the subsequent impact on consumer buying decision. Quantitative questionnaire is used to distribute to 293 respondents. The method of this study includes reliability, factor analysis, regression, t-test, one way analysis of variance. The finding shows that four factors related to attributes of advertising including entertainment, informativeness, irritation and credibility have significant impacts on consumer attitude toward mobile advertising. Additionally, the informativeness is the most important factor. The study also demonstrates a positive relationship between Vietnamese consumer attitudes toward mobile advertising and their buying decision. For managerial implication, this study suggests that marketers should send advertising messages with consumers’ permissions.
Hossam Deraz, Gabriel B. Awuah, Desalegn G. Abraha
2015 Fifth International Conference on Digital Information Processing and Communications (ICDIPC) pp 127-135; doi:10.1109/icdipc.2015.7323018

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Allen Lim, Kevin Voges, Mark Billinghurst
2012 IEEE First International Conference on Mobile Services pp 105-111; doi:10.1109/mobserv.2012.20

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