THE EFFECTS OF SMARTPHONE ADVERTISING ON CONSUMERS’ PURCHASE INTENTION

Abstract

In recent years, the use of smartphone has grown steadily. This has changed the way consumer interact with brands. The level of interaction with the brands through the advertising on smartphones is increasing. Thus, it leads to the need to understand which factors are important when consumers watch an advertising on smartphones and how those factors affect customers’ purchase intentions. To achieve this goal, author implemented Ducoffe’s web advertising model and theory of reasoned action to design research model. With a sample of 322 people viewing advertising on smartphones, This study empirically tested the conceptual model using a Structural Equation Model (SEM). The results showed that entertainment, informativeness, credibility, incentives, personalization and irritation are the factors that explain the advertising value, attitude and purchase intention. The study provides experimental data that helps marketers and advertisers to understand how a smartphone advertising should be designed to achieve the highest performance.