Title: Involvement, content and interactivity drivers for consumer loyalty in mobile advertising: the mediating role of advertising value

Authors: Ing-Long Wu; Wei-Hung Hsiao

Addresses: Department of Information Management, National Chung Cheng University, 168 University Road Min-Hsiung, Chia-Yi, Taiwan ' Service Systems Technology Center, Industrial Technology Research Institute, No. 195, Sec. 4, Chung Hsing Rd., Hsinchu, Taiwan

Abstract: Mobile advertising has increasingly become popular in the purpose of marketing. However, consumers do not recognise the value of mobile advertising. Thus, the primary work focuses on improving the value of mobile advertising so that consumers do not think mobile advertising is equivalent to spam. It has focused on either message content or technology use for its effectiveness. Mobile advertising failed to consider personal involvement, as mobile advertising is mainly to provide personalised information for consumers. Three major concerns arise are follows: personal involvement, message content and user interactivity. Advertising value may be temporary to define its effectiveness. Consumer loyalty is defined as the final target for mobile advertising. This study proposes a model to include the three key drivers, advertising value, and consumer loyalty. The findings show an important link among these components. Implications for managers are discussed.

Keywords: advertising value; consumer loyalty; message content; mobile advertising; personal involvement; user interactivity.

DOI: 10.1504/IJMC.2017.10005644

International Journal of Mobile Communications, 2017 Vol.15 No.6, pp.577 - 603

Accepted: 28 Jul 2016
Published online: 02 Oct 2017 *

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