How smartphone advertising influences consumers' purchase intention

J. Martins, Catarina Costa, Tiago Oliveira, Ramiro Gonçalves, Frederico Branco

Research output: Contribution to journalArticlepeer-review

95 Citations (Scopus)

Abstract

In the last decade, the use of smartphonesSave has grown steadily. The way consumers interact with brands has changed owing to the accessibility of internet connection on smartphones, and ubiquitous mobility. It is crucial to understand the factors that motivate consumers to interact with smartphone advertisements and therefore what stimulates their decision to purchase. To achieve this goal, we proposed a conceptual model that combines Ducoffe's web advertising model and flow experience theory. Based on the data collected from 303 Portuguese respondents we empirically tested the conceptual model using a partial least squares (PLS) estimation. The results showed that advertising value, flow experience, web design quality, and brand awareness explain purchase intention. The study provides results that allow marketers and advertisers to understand how smartphone advertisements contribute to consumer purchase intention.

Original languageEnglish
Pages (from-to)378-387
Number of pages10
JournalJournal of Business Research
Volume94
DOIs
Publication statusPublished - Jan 2019

Keywords

  • Advertising value
  • Flow experience
  • Purchase intention
  • Smartphone advertising

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