Factors Affecting Attitudes and Behavioral Intentions Toward In-app Mobile Advertisements

ABSTRACT

Mobile apps show a heavy usage pattern and compelling growth figures. This study seeks to examine consumers' attitudes toward in-mobile advertisements in terms of mobile advertising value. The samples are from the United Kingdom (UK) and India because the nationals of these countries exhibit a high degree of dissimilarity in a number of Hofstede's cultural dimensions. The findings suggest that factors such as perceived entertainment, credibility, and information significantly improve attitudes toward in-app advertisements, and that the effectiveness of these advertisements is based on cultural differences. The participants from India exhibited more positive attitudes toward in-app advertisements than their counterparts from the UK. The entertainment factor had a greater impact on Indian, while credibility and information had a more significant impact on smartphone users from the UK.

KEYWORDS:

• in-app mobile advertising
• uses and gratification theory
• Hofstede's model
• attitudes
• cross-culture marketing

Acknowledgments

The authors thank the Icelandic Research Fund (RANNIS) for partially funding this study. The authors also thank the Global Innovation and Knowledge Academy (GIKA) anonymous reviewers for their careful reading and suggestions.

Additional information

Funding

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