The influence of mobile advertising on purchase intention

Detalhes bibliográficos
Autor(a) principal: Mitkov, Vladimir
Data de Publicação: 2020
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/112978
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Information Systems and Technologies Management
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spelling The influence of mobile advertising on purchase intentionDucoffe Web Advertising ModelAdvertising ValueFlow ExperiencePerceived InteractivityMobile AdvertisingPurchase IntentionDissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Information Systems and Technologies ManagementMobile advertising has seen explosive growth in the last decade. Advertising delivered on a mobile devices account for the majority of total internet advertising revenues. There is a pressing need for researchers to better understand what makes mobile advertisements successful. For this purpose, I propose a conceptual model that encompasses Ducoffe’s web advertising model, interactivity and flow experience theory. Based on the data collected of 208 respondents through an online survey, I empirically tested the conceptual model using partial least squares method (PLS-SEM). The results suggest that perceived advertising value and flow experience are positively associated with consumers’ purchase intention, which is consistent with previous studies. The findings also contribute to the existing mobile advertising literature by exploring perceived interactivity as an antecedent to flow experience. When exposed to mobile advertisements, consumers’ state of feeling in control coupled with the ability to instantly receive feedback from the advertiser seems to facilitate a flow state, which in turn increases the purchase intention.Pinto, Diego CostaPopovič, AlešRUNMitkov, Vladimir2021-03-03T12:37:19Z2020-10-192020-10-19T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/112978TID:202657590enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:56:16Zoai:run.unl.pt:10362/112978Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:42:14.983052Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The influence of mobile advertising on purchase intention
title The influence of mobile advertising on purchase intention
spellingShingle The influence of mobile advertising on purchase intention
Mitkov, Vladimir
Ducoffe Web Advertising Model
Advertising Value
Flow Experience
Perceived Interactivity
Mobile Advertising
Purchase Intention
title_short The influence of mobile advertising on purchase intention
title_full The influence of mobile advertising on purchase intention
title_fullStr The influence of mobile advertising on purchase intention
title_full_unstemmed The influence of mobile advertising on purchase intention
title_sort The influence of mobile advertising on purchase intention
author Mitkov, Vladimir
author_facet Mitkov, Vladimir
author_role author
dc.contributor.none.fl_str_mv Pinto, Diego Costa
Popovič, Aleš
RUN
dc.contributor.author.fl_str_mv Mitkov, Vladimir
dc.subject.por.fl_str_mv Ducoffe Web Advertising Model
Advertising Value
Flow Experience
Perceived Interactivity
Mobile Advertising
Purchase Intention
topic Ducoffe Web Advertising Model
Advertising Value
Flow Experience
Perceived Interactivity
Mobile Advertising
Purchase Intention
description Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Information Systems and Technologies Management
publishDate 2020
dc.date.none.fl_str_mv 2020-10-19
2020-10-19T00:00:00Z
2021-03-03T12:37:19Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/112978
TID:202657590
url http://hdl.handle.net/10362/112978
identifier_str_mv TID:202657590
dc.language.iso.fl_str_mv eng
language eng
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eu_rights_str_mv openAccess
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dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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