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Instant consumer response: An examination of the paths influencing the effectiveness of mobile advertising
This study examines the different paths underlying the relationships between consumer beliefs, attitudes and behavioural intentions in the context of mobile advertising. Based on survey data collected from 388 mobile users in China, the results of this research suggest that beliefs and attitude work differently in the mobile advertising context than in the traditional media environment. The research identifies three different influencing paths. First, perceived informational usefulness bypasses the time-consuming formation of attitude to have a direct impact on consumers’ purchase intention. Secondly, perceived entertainment usefulness and irritation influence behavioural responses through attitude. Thirdly, credibility influences behavioural intentions through attitude, subjective norm and incentive. Theoretical and practical implications of the findings are discussed.
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Ying Wang is Associate Professor of Marketing in the Williamson College of Business Administration, Youngstown State University. Her research focuses on advertising through new media and global marketing communication, and her work has been published in numerous academic journals. She has an undergraduate degree from Renmin University of China, and master’s and PhD degrees from Kent State University. Before working in academia she conducted consulting projects for high-profile international companies such as 3Com, IBM, Motorola, Fujifilm, Compaq, HP and Marriott Hotel.
Jing Jiang is Associate Professor of Marketing at Renmin University of China, where she teaches various undergraduate marketing and MBA courses. Her research interests focus on consumer behaviour, advertising, corporate public relations and non-profit organisation management, and her work has been published in various international journals. She received her master’s degree from Virginia Polytechnic Institute and State University and her PhD from University of South Carolina.