Title: A framework for mobile social networks advertising effectiveness attributes and its effects on the behavioural intentions of North African cyberconsumers

Authors: Nesrine Mzid; Amel Chaabouni

Addresses: Department of ARBRE, Faculty of Economics and Management of Sfax, Tunis Road Km. 1.5, Sfax, Tunisia ' Department of ARBRE, Higher School of Economics and Commercial Sciences, Ariana Tunis, Tunisia

Abstract: This research aims to study the main attributes that predict advertising effectiveness via the mobile social network services (SNS) and their relationship with the advertising effectiveness which influences cyberconsumers' purchase intentions. A quantitative study was conducted on a sample of 430 Tunisian cyberconsumers (North Africa) who frequently use their mobile phones. Particularly, the theory of uses and gratifications adapted in the context of this research is used to analyse the reactions of online consumers to the use of social media. The method of structural equations based on the AMOS approach was deployed for data analysis. The results reveal a positive effect of content relevance, mobile convenience, perceived control, context relevance, personal profile convenience and social influence on effectiveness of mobile advertising via social networks services. In other words, this research provides the necessary steps for creating effective advertising messages with the aim of obtaining positive reactions to mobile advertising.

Keywords: mobile advertising; mobile social networking service; social networking service; SNS; advertising attributes; advertising effectiveness; behavioural intentions of cyberconsumers.

DOI: 10.1504/IJIMA.2025.145048

International Journal of Internet Marketing and Advertising, 2025 Vol.22 No.2, pp.127 - 161

Received: 05 Jan 2023
Accepted: 17 Mar 2023
Published online: 18 Mar 2025 *

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