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Title: The acceptance of mobile advertising: a social or personal matter?

Authors: Reza Ashari Nasution; Devi Arnita; Aghniadi

Addresses: School of Business and Management, Institut Teknologi Bandung, Jl. Ganesa No. 10, Bandung 40132, Jawa Barat, Indonesia ' School of Business and Management, Institut Teknologi Bandung, Jl. Ganesa No. 10, Bandung 40132, Jawa Barat, Indonesia ' School of Business and Management, Institut Teknologi Bandung, Jl. Ganesa No. 10, Bandung 40132, Jawa Barat, Indonesia

Abstract: This paper contributes to the extant literature on mobile advertising acceptance by extending the current TRA-based model to include the personal relevance of this form of advertising. The aim of this research was to investigate how social influence, represented by the subjective norms in the TRA model, and personal relevance play respective roles in influencing an individual's decision to embrace mobile advertising. The study involved male and female college students in Bandung aged between 18 and 25 years old (young millennials), which were reported by the Association of Advertising Companies in Indonesia to be the most attractive segment for mobile advertising. The findings indicate that millennials are attracted by the social trends of mobile advertising, but demonstrate independence in arriving at their final assessment of mobile advertising based on the personal relevance of this form of publicity.

Keywords: mobile advertising; social influence; social trend; theory of reasoned action; TRA; personal relevance; millennials.

DOI: 10.1504/IJIMA.2021.112789

International Journal of Internet Marketing and Advertising, 2021 Vol.15 No.1, pp.84 - 103

Received: 29 Dec 2018
Accepted: 11 Jun 2019

Published online: 22 Jan 2021 *

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