Proceedings of 7th Asia-Pacific Business Research Conference
25 - 26 August 2014, Bayview Hotel, Singapore ISBN: 978-1-922069-58-0
The Effect Of Mobile Advertising Message Content on
Consumer Purchase Intention
Nor Hazlina Hashim1 and Izzal Asnira Zolkepli2
The evolution of telecommunications includes the advancement of technology and devices,
such as gadgets and mobile phones that provide various avenues for advertising to
consumers. Although traditional advertising remains popular, presently, more and more
marketers have started to use mobile advertising to execute advertising messages. The high
penetration rate of mobile phones has contributed to the increasing use of handheld devices
to deliver advertising messages. In particular, Short Messaging Services (SMS) and
Multimedia Messaging Services (MMS) have been quite successful. SMS and MMS create a
new channel for advertising, through which ads are rendered as a short textual or multimedia
message and sent to mobile phones. However, given its limited textual and multimedia
presentation, will this medium have the same effect as other advertising channels in
generating consumer purchase intention? What do consumers think about SMS/MMS-based
advertisements? Can mobile advertising lead to a change of behaviour towards buying a
product? A better understanding of these issues is critical for the effective use of mobile
advertising. The conceptual framework proposed for this study is derived from the models
developed by Ducoffe (1996) and Mackenzie (1989) concerning the attitudes of consumers
towards Internet advertising. Based on these models, the perceptual antecedents of
entertainment, informativeness, irritation and credibility, which were used to examine the
behavioural response of consumers towards accepting Internet advertising and how
behavioural response affects the purchase intention of consumers, are put together to
explain mobile advertising. By understanding the effectiveness of mobile advertising
messages on consumer purchase intention, marketers can better strategize their mobile
advertising strategy, which, at the same time, will give clear proof concerning the targeted
mobile content that fits the mobile advertising medium.
1. Introduction
The evolution of telecommunications includes the advancement of technology and
devices, such as gadgets and android/iOS phones that provide various avenues for
advertising to consumers. Although traditional advertising remains popular, presently,
more and more marketers have started to use mobile advertising to execute advertising
messages. The high penetration rate of mobile handheld devices has contributed to the
increasing use of this medium to deliver advertising messages (Tsang, Ho, & Liang,
2004). Via mobile handheld devices, Short Messaging Services (SMS) and Multimedia
Messaging Services (MMS), in particular, have been successful for direct targeting of
advertising messages. Mobile advertising holds a strong promise for best targeting oneto-one, offering new ways that the existing advertising channels cannot replicate
(Vatanparast & Butt, 2010). It is noted that since 2001, more than 100 billion SMS
messages were sent out worldwide in a single year (Kearney, 2002), therefore making
1
Dr Nor Hazlina Hashim, Department of Persuasive Communication, School of Communication, Universiti
Sains Malaysia (USM), Malaysia. Email: nhashim@usm.my
2
Dr Izzal Asnira Zolkepli, Department of Persuasive Communication, School of Communication, Universiti
Sains Malaysia (USM), Malaysia. Email: izzalasnira@usm.my
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Proceedings of 7th Asia-Pacific Business Research Conference
25 - 26 August 2014, Bayview Hotel, Singapore ISBN: 978-1-922069-58-0
the growth of mobile advertising an important area of research. One of the issues arising
in mobile handheld devices is the limited message presentation, which begs the
question as to whether this medium will have the same advertising effect as other media
on consumer purchase intention.
Noticeably, research in the area of consumer attitudes towards advertising has been
well researched and has led to conflicting findings in that some studies have reported
positive consumer attitudes towards advertising, while much of the more recent research
found that consumers generally have negative attitudes towards advertisements (Zanot,
1984). Relating previous research to the highlighted issues, on the one hand, previous
findings illustrated that irritation concerning the appearance of advertising on mobile
handheld device screens led to feelings of dislike towards mobile advertising, while, on
the other, some consumers felt that mobile advertising is helpful in giving information
pertaining to education, social, business, phone banking, securities and government
agencies through SMS or MMS (Wong & Tang, 2008).
Given the differences between consumer responses towards mobile advertising by the
earlier research, this conceptual model is proposed to examine the effects of mobile
advertising message content (where positive and negative attitudes towards mobile
advertising were developed) on consumer purchase intention. The conceptual
framework proposed for this study is derived from the models by Ducoffe (1996) and
Mackenzie (1989) concerning the attitudes of consumers towards Internet advertising.
Based on these models, the perceptual antecedents of entertainment, informativeness,
irritation and credibility, which were used to examine the behavioural response of
consumers towards accepting Internet advertising and how behavioural response affects
consumer purchase intention in mobile advertising, are put together. By understanding
the effectiveness of mobile advertising messages on consumer purchase intention,
marketers can better strategize their advertising strategy. This conceptual framework will
contribute to better business dealings and money transactions for the marketers to
increase their advertising returns.
2. Mobile Advertising
According to the Interactive Mobile Advertising Platform (Zoller, Housen, & Matthews,
2001), mobile advertising is defined as the business of encouraging people to buy
products and services using the wireless channel as a medium to deliver the advertising
message. Mobile advertising not only enables unique personalized and customized
advertisements to be sent (Zhang, 2003), but also engages consumers in dialogues and
transactions with the products or services being advertised. Mobile advertising takes on
a form similar to web advertising, which includes email, web links, banner ads,
sponsorships, and video ads. It uses a form unique to the mobile phone, i.e. SMS or
MMS advertising. Mobile advertising messages use an alphanumeric format of up to 160
characters, which can be stored in the user’s mobile handheld device, and reviewed or
forwarded to others at a later time. SMS or MMS advertising is diverse in its content; for
instance, in addition to sending advertisements, it also delivers special offers, coupon,
tickets, teaser ads, and product information requests (Barwise & Strong, 2002). SMS
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Proceedings of 7th Asia-Pacific Business Research Conference
25 - 26 August 2014, Bayview Hotel, Singapore ISBN: 978-1-922069-58-0
and MMS technology allows the sending of an advertisement in a single message with
the ability to send the message to multiple recipients. As the mobile bandwidth
increases, the speed of data transmission to mobile handheld devices also increases.
The 3G wireless network allows the latest mobile handheld devices to handle heavy
multimedia content, web browsing and e-business messaging services. Given the
enhancement of mobile phone features, mobile content can break the traditional
advertising, allowing message content to include rich sound, video, and multimedia
effects, thereby equipping mobile advertising messages with more choice and creativity
(Chen & Hsieh, 2012).
Mobile handheld devices are exceptionally personal to the consumer, and it has been
pointed out that the main characteristics of mobile advertising are personalization with
high multimedia capabilities and interactivity (Haghirian, Madlberger, & Tanuskova,
2005; Tahtinen & Salo, 2003). Robins (2003) put forth that mobile phones, as a personal
identity medium for the consumer, are appropriate for delivering accurately personalized
messages. Kim and Jun (2008) indicate that the ubiquity of mobile phone’s is one of the
desirable aspects for marketers looking for promotional tools. The ‘personalization’ and
‘interactivity’ characteristics mentioned enable marketers to interact directly and to get
consumers engaged in direct dialogue by replying to the message content immediately
(Bauer, Barnes, Reichardt, & Neumann, 2005), unlike traditional advertising, which is
regarded as non-personal and where the customer remains passive (Ayanwale, Alimi, &
Ayanbimipe, 2005).
The achievements of mobile advertising largely depend on consumer acceptance. To
date, targeted consumers have not had the opportunity to signal their likes and dislikes
over marketing activities that they received via their mobile handheld devices, which
places marketers at high risk (Robins, 2003), as they are not sure whether their
marketing activities prompt positive or negative reactions from the consumer. According
to Ducoffe (1996), attitude towards advertising is influenced by the advertising value. For
this reason, the attitudes consumers of towards advertising via mobile devices should be
influenced significantly by the value that consumers get from the mobile advertising
messages. With the advancement of mobile handheld device technology, mobile
advertising acceptance continues to increase (Becker, 2005). However, without a clear
picture concerning the elements of mobile advertising that can affect the attitude towards
mobile advertising, marketers will have limited aptitude and propensity to utilize mobile
advertising (Laszlo, 2009; Pagani, 2004).
There are various studies in the literature that have proposed models for the acceptance
of mobile advertising. Roach (2009) proposed that among the factors that influence
consumers to accept promotional messages via SMS on mobile handheld devices, client
permission, the control that a service provider maintains over a transaction, and the trust
that the advertising message has in the advertised brand are the most relevant. Varnali
and Toker (2010) developed models to explain the acceptance of mobile marketing,
mobile advertising, and SMS advertising. These models describe the decision to accept
based upon theories relating to technology adoption (Pedersen & Ling, 2002). In
previous research that studied mobile advertising acceptance, the most frequently used
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Proceedings of 7th Asia-Pacific Business Research Conference
25 - 26 August 2014, Bayview Hotel, Singapore ISBN: 978-1-922069-58-0
theories were the Theory of Reasoned Action (Fishbein & Ajzen, 1975), Innovation
Diffusion Theory (Rogers, 2003), Theory of Planned Behaviour (Ajzen, 1991), TAM –
Technology Acceptance Model (Davis, Bagozzi, & Warshaw, 1989), TAM2 – extension
of TAM (Venkatesh & Davis, 2000), UTAUT – Unified Theory of Acceptance and Use of
Technology (Venkatesh, Morris, Davis, & Davis, 2003).
This conceptual paper uses Ducoffe’s (1996) and Mackenzie’s (1989) models of
consumers’ attitudes to advertising. The proposed conceptual model concentrates on
mobile advertising message content and examines the purchase intention of consumers
as an outcome of the positive or negative effect of the mobile advertising received. The
section below will elaborate on the proposed conceptual model as well as the
hypotheses presented hereafter.
2.1 Mobile Advertising Message Content
The continued development in the area of mobile technologies combined with faster
data network gives marketers awareness concerning the richness of advertising content
and targeting strategy (Dhar & Varshney, 2011). It gives marketers the opportunity to be
creative in their advertising message content. Rodgers and Thorson (2000) explain that
the critical features of advertising media and its content can generate a set of behaviour
to be performed (i.e. purchase intention). Accordingly, using the models of Ducoffe
(1996) and Mackenzie (1989), the following characteristics of advertising message
content pertaining to mobile advertising are discussed.
2.1.1 Entertainment
According to Ducoffe (1996), the entertainment portrayed in advertising is significantly
related to the advertising value of traditional advertising. McQuail (1987) defines
entertainment as the ability to fulfil the audience need for escapism, diversion, aesthetic
enjoyment, or emotional enjoyment. Recently, mobile handheld devices with iOS/android
have become an important platform for entertainment. Entertainment services in the
mobile entertainment industry can use this medium to pass on activities such as
watching videos, listening to music and music television, playing games, gambling,
watching television, downloading and installing apps. A high degree of pleasure and
involvement during the interaction with mobile-based media leads to concurrent
subjective perceptions of the positive affect and mood of the consumer (Novak,
Hoffman, & Yung, 2000). The consumer’s feeling of enjoyment associated with
advertisements plays a positive role in developing an overall positive attitude (Shavitt,
Lowrey, & Haefner, 1998).
Bartsch and Viehoff (2010) asserts that entertainment is one of the vital factors in mobile
marketing. It is essential that the message sent is concise and funny, and thus
immediately captures the attention of consumers. The entertainment element that comes
in message content can add value for consumer overall acceptance. As most
consumers have a natural playfulness, providing games and prizes via mobile handheld
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Proceedings of 7th Asia-Pacific Business Research Conference
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devices, especially those with android/iOS, yield high participation. Therefore, it is
hypothesized that:
H1 = The entertainment element in the message content of mobile advertising
influences the behavioural response of the consumer towards accepting
mobile advertising messages
2.1.2. Informativeness
Ducoffe (1996) defines informativeness as the ability of advertising to inform consumers
of product alternatives so that purchases yielding the greatest possible satisfaction can
be made. Similarly, the quality of information placed on a company's website shows a
direct influence on the customers' perceptions of the company and the company's
products. To make the company and product appear resourceful and informative,
information can be delivered to the consumer directly. Siau (2003) adds that information
via mobile devices must also show qualitative features like accuracy, timeliness, and
usefulness to the consumer. The consumer needs quick access to the information he or
she is looking for in his/her current use. There is even a need for the information to be
delivered automatically to the consumer. Consumers in the new era prefer quick access
to information to fulfil their needs and gratification with first-hand information (Kaasinen,
2003). This has given mobile advertising the potential for two-way communication
between the company and the consumer.
In any event, consumers want the content of mobile services to be tailored to their
interests (Robins, 2003). This ties back to the earlier research done by (Bauer et al.,
(2005) who mentioned that supplying information is the primary reason why consumers
approve of advertising. Information is thus considered as a valuable variable in mobile
advertising because recipients usually react positively to the advertisement that transfers
knowledge (Varshney, 2003). Therefore, it can be concluded that informative advertising
messages are perceived positively by the recipient; hence, it is hypothesized that:
H2 = The informativeness element in the message content of mobile
advertising influences the behavioural response of the consumer towards
accepting mobile advertising messages
2.1.3. Irritation
In the context of advertising, Ducoffe (1996) defines irritation as offend, insult, or overly
manipulative of content. Mobile advertising can possibly provide an array of information
that confuses the recipient, can be distracting and overwhelm the consumer with
information (Stewart & Pavlou, 2002). Hence making consumers feel confused about the
advertising message and react negatively.
When advertising employs an annoying, offensive, insulting or manipulative technique,
consumers are likely to perceive the advertising message as an unwanted and irritating
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Proceedings of 7th Asia-Pacific Business Research Conference
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influence (Ducoffe, 1996). Another point of possible annoyance are unwanted
messages, commonly known as spam (Dickinger, 2005). Spam intrudes into the
consumers’ privacy and stifles consumer acceptance. Dickinger (2005) explains that the
irritation caused by an incomprehensible or unwanted mobile advertising message may
reflect negatively on the perceived advertising value of mobile marketing. Therefore, it is
concluded that irritation caused by an incomprehensible or unwanted mobile advertising
message is perceived to have a negative effect on consumer behavioural response.
H3 = The irritation element in the message content of mobile advertising
influences the behavioural response of the consumer towards accepting
mobile advertising messages
2.1.4. Credibility
Advertisement credibility is defined by Mackenzie (1989), as the extent to which the
consumer perceives claims made about the brand in the advertisement to be truthful and
believable. According to (Brackett & Carrs, 2001), advertising credibility is significantly
relevant to the advertising value of web advertising, while Stewart and Pavlou (2002)
defines advertising credibility as the perception of consumers concerning the
truthfulness and believability of advertising in general, which refers to the predictability
and fulfilment of the implicit and explicit requirements of an agreement. Meanwhile,
Smith and Quelch (1996) assert that the credibility of an advertisement is influenced by
the company's credibility and the bearer of the message.
Credibility is also influenced by the advertising medium. Charney and Greenberg (2002)
found that a message on the Internet achieves less credibility than a printed message
unless the message is communicated by a strong brand. There is no empirical evidence
on the overall credibility of messages transferred to mobile devices and their influencing
factors. Considering the findings cited above, it is concluded that the credibility of a
mobile advertising message has a positive influence on the attitudes of consumers
towards advertising via mobile handheld devices and on the perceived advertising value
of the consumer, as hypothesized below.
H4 = The credibility element in the message content of mobile advertising
influences the behavioural response of the consumer towards accepting
mobile advertising messages
2.2. Consumer Attitude Towards Mobile Advertising
Attitude is an important concept in research on marketing and information systems.
Fishbein and Ajzen (1975) defined attitude as a learned predisposition of human beings
in which an individual is presumed to respond to an object (or an idea) or a number of
things (or opinions). In addition, Kotler (2000) describes attitude as a person’s enduring
favourable or unfavourable evaluation, emotional feeling, and action tendency towards
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Proceedings of 7th Asia-Pacific Business Research Conference
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some object or idea. Implying that, under certain conditions, attitude correlates with
behaviour, but that this relationship is not always mutual.
Consumer’s attitude has different elements. A research conducted by Goldsmith and
Bridges (2000) includes beliefs, feelings and behavioural intentions towards some
objects as the three elements of attitude. The elements are highly interdependent and
can influence how consumers react to an object. The three elements, however, differ in
each individual.
In any advertising context, consumers are presumed as familiar with advertisements,
since they are exposed to ads daily through online and offline media. It is expected that
consumers have a relatively stable and consistent attitude towards the advertising
messages. However, in the mobile advertising context, not many consumers are
exposed to the mobile advertising message, which is presumed to lead to the
assumption that their attitude in relation to mobile advertising is less stable and easily
changeable. Accordingly, it is expected that their attitude towards mobile marketing will
be highly dependent upon their attitude towards advertising in general. Thus, a positive
attitude towards mobile advertising may or may not necessarily lead a person with
purchase intention; hence, it is hypothesized that:
H5: The behavioural response of the consumer towards accepting mobile
advertising will lead to purchase intention
3. Conceptual Model Framework
As one of the main purposes of this study is to examine the influence of mobile
advertising message content on consumer purchase intention, the attitudes of
consumers towards such beliefs and purchasing intention is a core issue and central
part for the proposed study. The conceptual framework for the study on consumer
attitudes towards mobile advertising message content relies on the models developed
by Ducoffe (1996) and Mackenzie (1989) based on consumers’ attitudes towards
Internet advertising. Figure 1 shows the conceptual research model depicting the
perceptual antecedents of entertainment, informativeness, irritation and credibility, which
are used to examine the behavioural response of consumers towards accepting mobile
advertising and how behavioural response affects consumer purchase intention.
Behavioural response and intention are the main constructs taken from the theory of
reasoned action proposed by Fishbein and Ajzen (1975)
Entertainment
H1
Informativeness
H2
Irritation
H3
Credibility
H4
Consumer Behavioural
Response Towards
Accepting Mobile
Advertising
H5
Consumer
Purchase Intention
in Mobile
Advertising
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Figure 1: Proposed Conceptual Framework
4. Conclusion and Implications of the Study
The main objective of this study is to examine the effect of mobile advertising message
content by looking at various and related literature on purchase intention. Based on the
existing literature, the study proposes a set of hypotheses that establish the foundation
for the conceptual model concerning the effect of mobile advertising message content
on purchase intention. Hence, the review of the literature shows the dynamics of mobile
advertising message content, and identifies the gaps in the literature. This study also
gives the opportunity for researchers and marketers to understand the purchase
intention behaviour of consumers concerning the effect of mobile advertising message
content.
This research interest focuses on the antecedents of consumer attitudes towards
advertising via mobile devices. For marketers, as well as media and marketing
professionals, the managerial implications of this study are to help them better
understand the mechanism and message content that leads to more effective mobile
advertising campaigns and raise the purchase intention. Mobile advertising is an
unprecedented way of marketing communications. Although mobile advertising
acceptance is on the rise, without an unambiguous understanding of the fundamentals
affecting consumers response to mobile advertising, mobile marketing and advertising
professionals will have limited power to constantly generate positive and effective yields
from their programmes.
The theoretical contribution of this paper lies in outlining the key effect of mobile
advertising message content. The study derives from the models developed by Ducoffe
(1996) and Mackenzie (1989) concerning consumers’ attitudes for which the perceptual
antecedents are entertainment, informativeness, irritation and credibility. These four
main elements are used to examine the behavioural response of consumers towards
accepting Internet advertising and their purchase intention in respect of mobile
advertising. It is hoped that mobile advertising will have the same or a better effect in
generating consumer behaviour towards SMS/MMS-based advertisements and
purchase power.
Overall, it is clear that mobile advertising is going to be the future trend; hence,
practitioners need to have a better understanding of the target audience for mobile
advertising campaigns and send messages to consumers whereby the language and
content of the advertisements should match with the profile and expectations of the
target audience. Marketers need to further ensure that they only send relevant
information to the targeted consumers, and advertising companies are advised to
carefully design their mobile advertising message and plan their mobile advertising
campaigns and target groups with due care.
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Future researchers should also develop a new scale to measure the overall attitudes
towards mobile advertisements that incorporates more traits and items, such as
advertising value, as Ducoffe introduced in 1996. Furthermore, special efforts may have
to be made to determine what message content contributes to negative attitudes
towards mobile advertising and how attitudes can be changed to raise purchase
intention. Practitioners may use the findings to design marketing programmes with
mobile advertisements that create positive attitudes, more specific needs and desires to
the consumers. It is hoped that this conceptual model will initiate new dialogue
pertaining to the multiple issues concerning the mobile advertising industry and
consumers’ needs amongst researchers, marketers and advertising agencies.
Acknowledgements
This work is funded and supported by Short Term Grant number 304/PCOMM/6312068
awarded by the University of Science MalaysiaUniversiti Sains Malaysia (USM),
Malaysia.
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