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Factors affecting consumer attitudes and behavioral intentions toward mobile instant messaging app advertising
(2022-07-04) Zournatzi, Thomais; Ζουρνατζή, Θωμαϊς; Athens University of Economics and Business, Department of Marketing and Communication; Indounas, Konstantinos; Baltas, George; Drosos, Dimitrios
With the wide penetration of smartphones and mobile broadband access, mobile instant messaging is becoming an essential means of communication worldwide with billion users. Studies showed that MIM has surpassed voice calls, emails, face-to-face communication, and social network sites and is the most popular means of daily communication. Typical MIM apps offer various functions, and benefits such as no cost, sense of community, immediacy and help in building a closer environment for users. Messaging presents a prime opportunity for brands, while consumers are always connected, available and engaged. People are also accustomed to receiving, obtaining, and sharing a great deal of information, knowledge, as well as various advertisements and promotional material in this way. Consequently, MIM is currently one of the most influential areas of technology, demonstrating in parallel the potential to support the development of effective mobile platform strategies and advertising methods for the companies. MIM app advertising offers new opportunities for interactive advertising effectiveness and elicits positive consumer responses, which is vital, as consumers are hesitant towards anything that relates to advertising. MIM is personal, engaging, responsive and efficient undoubtedly higher than any traditional marketing tool. Already, some companies have added successfully MIM to their marketing arsenal. Firms are seeking to develop powerful mobile platform strategies, and since traditional advertising is not as effective as it used to be and MIM applications is recommended to be the best alternative offer for the new era of “marketing communications” between companies to customers. Research, though on consumer attitude and behavioral intention towards the MIM app advertising attempts is relatively scarce. The present study seeks to fill this gap, with the objective of identifying, understanding, and evaluating the determinants that affect MIM user’s attitudes and intentions to click on, pay attention to, and read the advertisements companies send through these apps.