IMPACT OF MOBILE ADVERTISING WEAROUT ON CONSUMER IRRITATION, PERCEIVED INTRUSIVENESS, ENGAGEMENT AND LOYALTY /
Alwreikat, Ahmad A. M.
IMPACT OF MOBILE ADVERTISING WEAROUT ON CONSUMER IRRITATION, PERCEIVED INTRUSIVENESS, ENGAGEMENT AND LOYALTY / AHMAD A. M. ALWREIKAT; SUPERVISOR: ASST. PROF. Dr. HUSAM RJOUB - 184 sheets; 31 cm. Includes CD
Thesis (PH.D) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department
Includes bibliography (sheets 142-184)
ABSTRACT
Mobile and smart devices provide a platform for firms/brands to communicate directly
with past, present, or potential consumers (via online pop-ups, sponsored ads, ads on
social media messengers, timelines, and walls, etc.). Existing research on human–mobile
interaction and end-user mobile management only highlights the positive fronts of
repetitive exposures to mobile ads, ignoring the negative. The present study examines
the effects of Mobile Ad Wearout on irritation, intrusiveness, engagement, and loyalty
via social media outlets. Survey data were solicited from consumers in Jordan, and the
partial least squares structural equation modeling (PLS-SEM) technique was applied.
Results show that Mobile Ad Wearout is a strong determinant for increased perceived
consumer irritation and intrusiveness. Intrusiveness resulted in lower levels of consumer
engagement and higher levels of consumer loyalty. Irritation resulted in lower levels of
consumer engagement; no changes were observed in consumer loyalty. This study
shows managers how Mobile Ad Wearout causes irritation and intrusiveness, which
diminishes consumer engagement and loyalty. In essence, managers can gain insights on
the positive and negative outcomes of Mobile Ad Wearout. Implications for theory and
practice are discussed.
Consumer behavior--Dissertations, Academic
Cell phone advertising--Dissertations, Academic
Consumers--Dissertations, Academic
IMPACT OF MOBILE ADVERTISING WEAROUT ON CONSUMER IRRITATION, PERCEIVED INTRUSIVENESS, ENGAGEMENT AND LOYALTY / AHMAD A. M. ALWREIKAT; SUPERVISOR: ASST. PROF. Dr. HUSAM RJOUB - 184 sheets; 31 cm. Includes CD
Thesis (PH.D) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department
Includes bibliography (sheets 142-184)
ABSTRACT
Mobile and smart devices provide a platform for firms/brands to communicate directly
with past, present, or potential consumers (via online pop-ups, sponsored ads, ads on
social media messengers, timelines, and walls, etc.). Existing research on human–mobile
interaction and end-user mobile management only highlights the positive fronts of
repetitive exposures to mobile ads, ignoring the negative. The present study examines
the effects of Mobile Ad Wearout on irritation, intrusiveness, engagement, and loyalty
via social media outlets. Survey data were solicited from consumers in Jordan, and the
partial least squares structural equation modeling (PLS-SEM) technique was applied.
Results show that Mobile Ad Wearout is a strong determinant for increased perceived
consumer irritation and intrusiveness. Intrusiveness resulted in lower levels of consumer
engagement and higher levels of consumer loyalty. Irritation resulted in lower levels of
consumer engagement; no changes were observed in consumer loyalty. This study
shows managers how Mobile Ad Wearout causes irritation and intrusiveness, which
diminishes consumer engagement and loyalty. In essence, managers can gain insights on
the positive and negative outcomes of Mobile Ad Wearout. Implications for theory and
practice are discussed.
Consumer behavior--Dissertations, Academic
Cell phone advertising--Dissertations, Academic
Consumers--Dissertations, Academic