| 000 | 02493nam a22002897a 4500 | ||
|---|---|---|---|
| 003 | KOHA_MİRAKIL | ||
| 005 | 20211207161754.0 | ||
| 008 | 211207d2021 cy ||||| m||| 00| 0 eng d | ||
| 040 |
_aCY-NiCIU _beng _cCY-NiCIU _erda |
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| 041 | _aeng | ||
| 090 |
_aD 277 _bA49 2021 |
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| 100 | 1 | _aAlwreikat, Ahmad A. M. | |
| 245 | 1 | 0 |
_aIMPACT OF MOBILE ADVERTISING WEAROUT ON CONSUMER IRRITATION, PERCEIVED INTRUSIVENESS, ENGAGEMENT AND LOYALTY / _cAHMAD A. M. ALWREIKAT; SUPERVISOR: ASST. PROF. Dr. HUSAM RJOUB |
| 264 | _c2021 | ||
| 300 |
_a184 sheets; _c31 cm. _eIncludes CD |
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| 336 |
_2rdacontent _atext _btxt |
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| 337 |
_2rdamedia _aunmediated _bn |
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| 338 |
_2rdacarrier _avolume _bnc |
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| 502 | _aThesis (PH.D) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department | ||
| 504 | _aIncludes bibliography (sheets 142-184) | ||
| 520 | _aABSTRACT 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. | ||
| 650 | 0 |
_aConsumer behavior _vDissertations, Academic |
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| 650 | 0 |
_aCell phone advertising _vDissertations, Academic |
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| 650 | 0 |
_aConsumers _vDissertations, Academic |
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| 700 | 1 |
_aRjoub, Husam _esupervisor _91902 |
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| 942 |
_2ddc _cTS |
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| 999 |
_c283426 _d283426 |
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