The Effects of Mobile Advertising Alerts and Perceived Value on Continuance Intention for Branded Mobile Apps
Department of Marketing, University of Valencia, 46022 Valencia, Spain
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Sustainability 2020, 12(17), 6753; https://doi.org/10.3390/su12176753
Received: 15 July 2020
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Revised: 13 August 2020
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Accepted: 17 August 2020
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Published: 20 August 2020
(This article belongs to the Special Issue Social Media Usage in Consumer Behavior Evaluation)
This paper examines consumers’ behaviours towards mobile advertising alerts offered by branded mobile apps in the fashion industry. While consumer-driven factors have attracted much attention, little research has examined the impact of data-driven mobile advertising alerts on consumer continuance intention for branded mobile apps. This paper analyses the combined influence of consumer beliefs, data-driven mobile advertising alerts, and perceived value on mobile advertising acceptance, intention to repurchase, and recommendation behaviour towards branded mobile apps on social media. In total, 340 valid responses from Spanish customers of an online fashion outlet, all social media users, who make their purchases from the company exclusively through its branded mobile application, were analysed to test the hypotheses, using structural equation modelling. The results showed that mobile advertising acceptance, intention to repurchase, and recommendation behaviour are driven by the perceived value of the branded mobile app. Perceived value is determined by the usefulness of the branded mobile app, attitudes towards mobile advertising alerts, and irritation. Mobile advertising content (informativeness and credibility) improves attitudes towards mobile advertising alerts. Ease of use increases perceived usefulness, while perceived control decreases irritation. Managerial implications are provided.
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Keywords:
social media; mobile services; perceived value; repurchase intention; word of mouth; permission marketing
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MDPI and ACS Style
Murillo-Zegarra, M.; Ruiz-Mafe, C.; Sanz-Blas, S. The Effects of Mobile Advertising Alerts and Perceived Value on Continuance Intention for Branded Mobile Apps. Sustainability 2020, 12, 6753. https://doi.org/10.3390/su12176753
AMA Style
Murillo-Zegarra M, Ruiz-Mafe C, Sanz-Blas S. The Effects of Mobile Advertising Alerts and Perceived Value on Continuance Intention for Branded Mobile Apps. Sustainability. 2020; 12(17):6753. https://doi.org/10.3390/su12176753
Chicago/Turabian StyleMurillo-Zegarra, Miluska, Carla Ruiz-Mafe, and Silvia Sanz-Blas. 2020. "The Effects of Mobile Advertising Alerts and Perceived Value on Continuance Intention for Branded Mobile Apps" Sustainability 12, no. 17: 6753. https://doi.org/10.3390/su12176753
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