Abstract

The aim of the article. The role and importance of advertising in today’s world is no secret. Advertising can have a significant role on consumer behavioral intention. Increasing the use of mobile and social networks in mobile phones has provided a new opportunity for marketers to continuously advertise their products or services and also communicate directly with their consumers. Nevertheless, the trust of audiences on mobile advertising has been significantly reduced and people often consider mobile advertising as tool for companies deception. Given that between consumer attitude to general advertising and advertising on mobile there is a difference. It’s not clear what is consumers attitude about advertising messages on their mobile and mobile social networks and how their attitude affects consumers intention to acceptance. In order to address the influencing factors on mobile advertising acceptance the model was developed. This model examines social norms, influential factors on consumers’ attitude and intention to accept advertisements in mobile and mobile social networks. The results of the analysis. To test the research model, the data of 436 mobile users in Mashhad, Iran was collected by questionnaire. Data analysis was conducted using Structural Equation Modeling (SEM) by Amos software. Findings show that social norms have significant impact on usefulness and perceived ease of use of mobile advertising. Moreover, trust, perceived usefulness and perceived ease of use have positive impact on users’ attitude toward mobile advertising. Finally it was shown that perceived usefulness and attitude toward mobile advertising has impact on intention to accept mobile advertising. Subject to the fact that this medium is in its emerging stage in Iran, this research findings are interpretable and extensible. Conclusions and directions of further researches. Research findings indicate that entertainment, informativeness, irritation, credibility, personalization, permission and subjective norm impact on attitude toward mobile advertising and subjective norm, incentives and attitude toward mobile advertising impact on intention to accept positively. In the meantime, there is a significant relationship between attitude and intention to accept and consumers’ behavior toward mobile advertising. This study clearly demonstrates the prevalence of mobile advertising campaigns and provides important insights into consumers’ engagement with mobile advertising activities. This study found that successful engagement of customers in mobile marketing requires marketers focus their strategies and tactics around value creation. The findings reported in this paper should help marketers to design campaigns that focus more closely on the target audience. The topic of mobile marketing in mobile phones and mobile social networks is important to both marketing executives and marketing researchers. This paper provides results that do facilitate research efforts focused on mobile media and aid marketers in their quest to achieve mobile advertising success. This study contributes to fulfilling the need for research evidence.

Keywords: advertising, Mobile social networks, mobile advertising, attitude, intention to accept, social norms

JEL Classification: M31, M37.

Cite as: Jafari, S., Jandaghi Gh. & Taghavi, H. (2016). Factors influencing the intention to accept advertising in mobile social networks. Marketing and Management of Innovations, 1, 57-72. https://doi.org/10.21272/mmi.2016.1-05

This work is licensed under a Creative Commons Attribution 4.0 International License

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