The Mediating Role of Extrinsic Motivation in the Relationship between Mobile Advertising and Customers’ Attitudes towards Mobile Advertising

Authors

  • Shagufta Saleem Shaikh Faculty Member, Department of Business Administration, The University of Larkano, Larkano, Sindh, Pakistan.
  • Indra Mughal Faculty Member, Department of Business Administration, The University of Larkano, Larkano, Sindh, Pakistan.
  • Ali Mustafa Abro PhD Scholar, Institute of Business Administration, Shah Abdul Latif University, Khairpur, Sindh, Pakistan.
  • Suhail Asghar Faculty Member, Department of Business Administration, University of Sindh Campus, Larkano, Sindh, Pakistan.
  • Doolah Darya Khan Mughal PhD Scholar, Institute of Business Administration, Shah Abdul Latif University, Khairpur, Sindh, Pakistan.

DOI:

https://doi.org/10.55737/qjss.349691381

Keywords:

Customer Attitude, Extrinsic Motivation, Information, Entertainment, Credibility, Irritation

Abstract

With its unmatched access to customers in a world becoming increasingly mobile, mobile advertising has become a crucial marketing tactic in today's digital age. This paper explores the complex interaction between consumers' attitudes and mobile advertising, illuminating the elements affecting consumers' views in reaction to these messages. Gaining insight into consumers' perspectives regarding mobile advertising is critical for ensuring its efficacy. This research aims to analyze extrinsic motivation's role as a mediator in the interaction between mobile advertising and consumers' attitudes toward it. An analysis of the relationship between mobile advertising, extrinsic motivation, and customers' attitudes is proposed through the lens of motivational theory and consumer behaviour literature. A conceptual framework is presented to clarify this relationship. The proposed relationships will be examined by collecting data from a diverse sample of mobile users using quantitative research methodologies. The study's results reveal significant direct effects of credibility and irritation from mobile advertising on customers' attitudes towards mobile advertising. Additionally, the study finds that credibility has a significant indirect effect through extrinsic motivation. However, the indirect effects of information, entertainment, and irritation through extrinsic motivation are not statistically significant. These findings provide valuable insights into the factors influencing customers' attitudes toward mobile advertising, particularly highlighting the mediating role of extrinsic motivation. 

Downloads

Download data is not yet available.

Author Biography

  • Indra Mughal, Faculty Member, Department of Business Administration, The University of Larkano, Larkano, Sindh, Pakistan.

References

Ajmi, A. N., Hammoudeh, S., Nguyen, D. K., & Sarafrazi, S. (2014). How strong are the causal relationships between Islamic stock markets and conventional financial systems? Evidence from linear and nonlinear tests. Journal of International Financial Markets, Institutions and Money, 28(1), 213–227. https://doi.org/10.1016/J.INTFIN.2013.11.004

Bacile, T. J., Ye, C., & Swilley, E. (2014). From Firm-Controlled to Consumer-Contributed: Consumer Co-Production of Personal Media Marketing Communication. Journal of Interactive Marketing, 28(2), 117–133. https://doi.org/10.1016/j.intmar.2013.12.001

Bagozzi, R. P., Davis, F. D., & Warshaw, P. R. (1992). Development and test of a theory of technological learning and usage. Human Relations, 45(7), 659–686. https://doi.org/10.1177/001872679204500702

Bauer, H. H., Barnes, S. J., Reichardt, T., & Neumann, M. M. (2005). Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study. Journal of Electronic Commerce Research; Long Beach, 6(3), 181–192. http://directory.umm.ac.id/articles/Baueretal_MomMarketingConsumerAccept.pdf

Brackett, L. K., & Carr, B. N. (2001). Cyberspace advertising vs. other media: Consumer vs. mature student attitudes. Journal of Advertising Research, 41(5), 23-32. https://doi.org/10.2501/jar-41-5-23-32

Carroll, A., Barnes, S. J., Scornavacca, E., & Fletcher, K. (2007). Consumer perceptions and attitudes towards SMS advertising: Recent evidence from New Zealand. International Journal of Advertising, 26(1), 79–98. https://doi.org/10.1080/02650487.2007.11072997

Cham, T. H., Lim, Y. M., & Sigala, M. (2022). Marketing and social influences, hospital branding, and medical tourists’ behavioural intention: Before- and after-service consumption perspective. International Journal of Tourism Research, 24(1), 140–157. https://doi.org/10.1002/JTR.2489

Chen, J. V., Ross, W., & Huang, S. F. (2008). Privacy, trust, and justice considerations for location‐based mobile telecommunication services. Info, 10(4), 30–45. https://doi.org/10.1108/14636690810887526

Chowdhury, H., Parvin, N., … C. W.-I. journal of, & 2006, undefined. (n.d.). Consumer attitude toward mobile advertising in an emerging market: An empirical study. Academia.EduHK Chowdhury, N Parvin, C Weitenberner, M BeckerInternational Journal of Mobile Marketing, 2006•academia.Edu. https://www.academia.edu/download/55861545/Consumer_Attitude_Towards_Mobile_Adverstising.pdf

Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and Intrinsic Motivation to Use Computers in the Workplace. Journal of Applied Social Psychology, 22(14), 1111–1132. https://doi.org/10.1111/J.1559-1816.1992.TB00945.X

Dickinger, A., Haghirian, P., Murphy, J., & Scharl, A. (2004). An investigation and conceptual model of SMS marketing. Proceedings of the Hawaii International Conference on System Sciences, 37, 471–480. https://doi.org/10.1109/HICSS.2004.1265096

Ducoffe, R. H. (1996). Advertising value and advertising on the Web. Journal of Advertising Research, 36(5), 21–21. http://go.galegroup.com/ps/anonymous?id=GALE%7CA76914157&p=AONE

Fishbein, M. (1976). A Behavior Theory Approach to the Relations between Beliefs about an Object and the Attitude Toward the Object. 87–88. https://doi.org/10.1007/978-3-642-51565-1_25

Fulgoni, G. M., & Lipsman, A. (2017). Are you using the right mobile advertising metrics?: How relevant mobile measures change the cross-platform advertising equation. Journal of Advertising Research, 57(3), 245–249. https://doi.org/10.2501/JAR-2017-034

Gaber, H. R., Wright, L. T., & Kooli, K. (2019). Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization. Cogent Business & Management, 6(1). https://doi.org/10.1080/23311975.2019.1618431

Gao, S., & Zang, Z. (2016). An empirical examination of users’ adoption of mobile advertising in China. Information Development, 32(2), 203–215. https://doi.org/10.1177/0266666914550113

Ghose, A., & Han, S. P. (2011). An empirical analysis of user content generation and usage behavior on the mobile internet. Management Science, 57(9), 1671–1691. https://doi.org/10.1287/mnsc.1110.1350

Grewal, D., Bart, Y., Spann, M., & Zubcsek, P. P. (2016). Mobile Advertising: A Framework and Research Agenda. Journal of Interactive Marketing, 34(1), 3-14. https://doi.org/10.1016/j.intmar.2016.03.003

Haghirian, P., Madlberger, M., & Tanuskova, A. (2005). Increasing Advertising Value of Mobile Marketing - An Empirical Study of Antecedents. Proceedings of the 38th Annual Hawaii International Conference on System Sciences, 32c–32c. https://doi.org/10.1109/HICSS.2005.311

Hashim, N. H., Normalini, N., & Sajali, N. (2018). The influence factors towards mobile advertising message content on consumer purchase intention. Global Business Review, 19(5), 1187–1206. https://doi.org/10.1177/0972150918788746

Kaplan, A. M. (2012). If you love something, let it go mobile: Mobile marketing and mobile social media 4x4. Business Horizons, 55(2), 129–139. https://doi.org/10.1016/j.bushor.2011.10.009

Igbaria, M., Parasuraman, S., & Baroudi, J. J. (1996). A Motivational Model of Microcomputer Usage. Journal of Management Information Systems, 13(1), 127–143. https://doi.org/10.1080/07421222.1996.11518115

Joshi, S., Stalin, S., Shukla, P. K., Shukla, P. K., Bhatt, R., Bhadoria, R. S., & Tiwari, B. (2021). Unified authentication and access control for future Mobile Communication-Based lightweight IoT systems using blockchain. Wireless Communications and Mobile Computing, 2021, 1–12. https://doi.org/10.1155/2021/8621230

Jun, J. W., & Lee, S. (2007). Mobile media use and its impact on consumer attitudes toward mobile advertising. International Journal of Mobile Marketing, 2(1), 50.

Kalakota, R., Robinson, M., & Kalakota, D. R. (2002). M-business: The race to mobility. McGraw-Hill New York, NY.

Karjaluoto, H., Lehto, H., Leppaniemi, M., & Jayawardhena, C. (2008). Exploring Gender Influence on Customer’s Intention to Engage Permission-based Mobile Marketing. Electronic Markets, 18(3), 242–259. https://doi.org/10.1080/10196780802265793

Kim, H. W., Chan, H. C., & Gupta, S. (2007). Value-based Adoption of Mobile Internet: An empirical investigation. Decision Support Systems, 43(1), 111–126. https://doi.org/10.1016/J.DSS.2005.05.009

Kressel, K., & Pruitt, D. G. (1985). Themes in the Mediation of Social Conflict. Journal of Social Issues, 41(2), 179–198. https://doi.org/10.1111/J.1540-4560.1985.TB00862.X

Le, C. X., & Wang, H. (2021). Integrative perceived values influencing consumers’ attitude and behavioral responses toward mobile location-based advertising: an empirical study in Vietnam. Asia Pacific Journal of Marketing and Logistics, 33(1), 275–295. https://doi.org/10.1108/APJML-08-2019-0475

Lee, S. F., Tsai, Y. C., & Jih, W. J. (2006). An empirical examination of customer perceptions of mobile advertising. Information Resources Management Journal, 19(4), 39–55. https://doi.org/10.4018/IRMJ.2006100103

Liu, C. L. E., Sinkovics, R. R., Pezderka, N., & Haghirian, P. (2012). Determinants of Consumer Perceptions toward Mobile Advertising - A Comparison between Japan and Austria. Journal of Interactive Marketing, 26(1), 21–32. https://doi.org/10.1016/J.INTMAR.2011.07.002

Loh, X. M., Lee, V. H., Tan, G. W. H., Ooi, K. B., & Fosso Wamba, S. (2022). Embracing mobile shopping: what matters most in the midst of a pandemic? Industrial Management and Data Systems, 122(7), 1645–1664. https://doi.org/10.1108/IMDS-09-2021-0558

Lou, C., & Xie, Q. (2021). Something social, something entertaining? How digital content marketing augments consumer experience and brand loyalty. International Journal of Advertising, 40(3), 376–402. https://doi.org/10.1080/02650487.2020.1788311

Lu, C. C., Wu, I. L., & Hsiao, W. H. (2019). Developing customer product loyalty through mobile advertising: Affective and cognitive perspectives. International Journal of Information Management, 47, 101–111. https://doi.org/10.1016/J.IJINFOMGT.2018.12.020

Luo, X. (2002). Uses and Gratifications Theory and E-Consumer Behaviors. Journal of Interactive Advertising, 2(2), 34–41. https://doi.org/10.1080/15252019.2002.10722060

Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research, 18(3), 318–332. https://doi.org/10.1177/002224378101800306

Nam, Y., Lee, H. S., & Jun, J. W. (2019). The influence of pre-roll advertising VOD via IPTV and mobile TV on consumers in Korea. International Journal of Advertising, 38(6), 867–885. https://doi.org/10.1080/02650487.2019.1637613

Nguyen, L., Bellucci, E., & Nguyen, L. T. (2014). Electronic health records implementation: An evaluation of information system impact and contingency factors. International Journal of Medical Informatics, 83(11), 779–796. https://doi.org/10.1016/J.IJMEDINF.2014.06.011

Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). New York: McGraw-Hill.

Nysveen, H., & Pedersen, P. (2003). Usefulness and self-expressiveness: extending TAM to explain the adoption of a mobile parking service. BLED 2003 Proceedings, 64, 705-717. https://aisel.aisnet.org/cgi/viewcontent.cgi?article=1133&context=bled2003

Okoe, A. F., & Boateng, H. (2015). Consumer attitudes toward and intentions to accept mobile advertising. Management Science Letters, 833–842. https://doi.org/10.5267/j.msl.2015.7.002

Papacharissi, Z., & Rubin, A. M. (2000). Predictors of internet use. Journal of Broadcasting and Electronic Media, 44(2), 175–196. https://doi.org/10.1207/S15506878JOBEM4402_2

Parreño, J. M., Sanz-Blas, S., Ruiz-Mafé, C., & Aldás-Manzano, J. (2013). Key factors of teenagers’ mobile advertising acceptance. Industrial Management and Data Systems, 113(5), 732–749. https://doi.org/10.1108/02635571311324179

Pelletier, L. G., Tuson, K. M., Green-Demers, I., Noels, K., & Beaton, A. M. (1998). Why Are You Doing Things for the Environment? The Motivation Toward the Environment Scale (MTES)1. Journal of Applied Social Psychology, 28(5), 437–468. https://doi.org/10.1111/J.1559-1816.1998.TB01714.X

Peng, B., & Spencer, I. (2006). Mobile marketing-the Chinese perspective. International Journal of Mobile Marketing, 1(2), 50.

Rasheed Gaber, H., Elsamadicy, A. M., & Wright, L. T. (2019). Why do consumers use Facebook brand pages? A case study of a leading fast-food brand fan page in Egypt. Journal of Global Scholars of Marketing Science, 29(3), 293–310. https://doi.org/10.1080/21639159.2019.1622434

Reiss, S. (2004). Multifaceted nature of intrinsic motivation: the Theory of 16 basic Desires. Review of General Psychology, 8(3), 179–193. https://doi.org/10.1037/1089-2680.8.3.179

Schlosser, A., Shavitt, S., interactive, A. K.-J. of, & 1999, undefined. (n.d.). Survey of Internet users’ attitudes toward Internet advertising. Wiley Online LibraryAE Schlosser, S Shavitt, A KanferJournal of Interactive Marketing, 1999•Wiley Online Library. Retrieved April 14, 2024, from https://onlinelibrary.wiley.com/doi/abs/10.1002/(SICI)1520-6653(199922)13:3%3C34::AID-DIR3%3E3.0.CO;2-R

Shaheen, M., Lodhi, R., … Z. M.-I. J. of B., & 2017, undefined. (n.d.). Factors influencing consumers’ attitude, intention and behavior towards short message service-based mobile advertising in Pakistan. Search.Proquest.ComM Shaheen, RN Lodhi, Z Mahmood, H AbidIUP Journal of Brand Management, 2017•search.Proquest.Com. Retrieved April 14, 2024, from https://search.proquest.com/openview/4804c8442d4003b516e9928d57bac8f1/1?pq-origsite=gscholar&cbl=2029986

Sharif, K. (2017). Determinants of young consumers’ attitude towards mobile advertising in a technologically and a socially dynamic market. International Journal of Electronic Marketing and Retailing, 8(1), 21–44. https://doi.org/10.1504/IJEMR.2017.083551

Sharma, P. K., & Pandey, V. (2015). Broadband services in India: Problems and prospects. Pacific Business Review International, 8(5), 102-112. http://www.pbr.co.in/2015/2015_month/Nov/13.pdf

Shawky, S., Kubacki, K., Dietrich, T., & Weaven, S. (2022). Is social media a panacea for social marketing communication? A scoping review. Health Marketing Quarterly, 39(3), 297–313. https://doi.org/10.1080/07359683.2022.2082136

Shimp, T. A., & Dyer, D. C. (1978). The effects of comparative advertising mediated by market position of, sponsoring brand. Journal of Advertising, 7(3), 13–19. https://doi.org/10.1080/00913367.1978.10673232

Sigurdsson, V., Menon, R. G. V., Hallgrímsson, A. G., Larsen, N. M., & Fagerstrøm, A. (2018). Factors Affecting Attitudes and Behavioral Intentions Toward In-app Mobile Advertisements. Journal of Promotion Management, 24(5), 694–714. https://doi.org/10.1080/10496491.2018.1405523

Sivaji, M. C., & Soundharaj, S. (2022). A Survey on Wireless Mobile Communication System and Requirements. https://www.academia.edu/download/88617978/A_Survey_on_Wireless_Mobile_Communication_System_and_Requirements.pdf

Steinhoff, L., Arli, D., Weaven, S., & Kozlenkova, I. V. (2018). Online relationship marketing. Journal of the Academy of Marketing Science, 47(3), 369–393. https://doi.org/10.1007/s11747-018-0621-6

Stewart, D. W., & Pavlou, P. A. (2002). From consumer response to active consumer: Measuring the effectiveness of interactive media. Journal of the Academy of Marketing Science, 30(4), 376–396. https://doi.org/10.1177/009207002236912

Sultan, F., Rohm, A. J., & Gao, T. (2009). Factors Influencing consumer Acceptance of Mobile Marketing: A Two-Country Study of Youth Markets. Journal of Interactive Marketing, 23(4), 308–320. https://doi.org/10.1016/j.intmar.2009.07.003

Xu, D. J. (2006). The Influence of Personalization in Affecting Consumer Attitudes toward Mobile Advertising in China. Journal of Computer Information Systems, 47(2), 9–19. https://doi.org/10.1080/08874417.2007.11645949

Tahat, L., Almasri, N., Tahat, T., Ismail, D., & Al-Ahmad, A. S. (2024). Assessing the influence of mobile direct social media advertising on consumer attitudes: a study of Kuwaiti consumers. Cogent Business & Management, 11(1), 2351107. https://doi.org/10.1080/23311975.2024.2351107

Taylor, S., & Todd, P. A. (1995). Understanding information technology usage: A test of competing models. Information Systems Research, 6(2), 144–176. https://doi.org/10.1287/ISRE.6.2.144

Teo, T. S. H., & Lim, V. K. G. (1999). Singapore — an ‘intelligent island’: moving from vision to reality with information technology. Science and Public Policy, 26(1), 27–36. https://doi.org/10.3152/147154399781782626

Tsang, M. M., Ho, S. C., & Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65–78. https://doi.org/10.1080/10864415.2004.11044301

Ul Haq, Z. (2012). Attitude toward SMS Advertising: A Survey with Reference to Indian Consumers. Journal of Internet Commerce, 11(4), 271–290. https://doi.org/10.1080/15332861.2012.729463

Ünal, S., Ercis, A., & Keser, E. (2011). Attitudes towards Mobile Advertising – A Research to Determine the Differences between the Attitudes of Youth and Adults. Procedia: Social & Behavioral Sciences, 24, 361–377. https://doi.org/10.1016/j.sbspro.2011.09.067

Wolin, L. D., & Korgaonkar, P. (2003). Web advertising: Gender differences in beliefs, attitudes and behavior. Internet Research, 13(5), 375–385. https://doi.org/10.1108/10662240310501658

Wong, K. L., Kao, H. C., & Li, W. Y. (2023). Wideband Low-Profile Eight-Port Eight-Wave Annular-Ring Patch Antenna Based on Using Eight Dual-Shorted Dual-Resonant Ring Sectors for 8 × 8 MIMO Mobile Devices. IEEE Access, 11, 18–32. https://doi.org/10.1109/ACCESS.2022.3232606

Wong, M. (2010). Consumers’ attitude towards mobile advertising. https://theses.lib.polyu.edu.hk/handle/200/5921

Yan, J., Zhao, H., Bu, P., & Jin, Y. S. (2021). Channel-Wise Attention-Based Network for Self-Supervised Monocular Depth Estimation. Proceedings - 2021 International Conference on 3D Vision, 3DV 2021, 664–673. https://doi.org/10.1109/3DV53792.2021.00056

Yang, B., Kim, Y., & Yoo, C. (2013). The integrated mobile advertising model: The effects of technology- and emotion-based evaluations. Journal of Business Research, 66(9), 1345–1352. https://doi.org/10.1016/J.JBUSRES.2012.02.035

Zabadi, A. M. A., Shura, M., & Elsayed, E. A. (2012). Consumer Attitudes toward SMS Advertising among Jordanian Users. International Journal of Marketing Studies, 4(1). https://doi.org/10.5539/ijms.v4n1p77

Published

2024-05-20

Issue

Section

Articles

How to Cite

Shaikh, S. S., Mughal, I., Abro, A. M., Asghar, S., & Mughal , D. D. K. (2024). The Mediating Role of Extrinsic Motivation in the Relationship between Mobile Advertising and Customers’ Attitudes towards Mobile Advertising. Qlantic Journal of Social Sciences, 5(2), 185-200. https://doi.org/10.55737/qjss.349691381

Similar Articles

1-10 of 37

You may also start an advanced similarity search for this article.