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