Abstract
This paper develops and tests a scale for hindrance in the context of in-app mobile advertising. With the changes in mobile advertising capabilities, research on attitudes towards mobile advertising has mainly focused on SMS advertising. However, the formats in mobile advertising have increased since the introduction of smartphones and mobile internet capabilities. We propose that within in-app mobile advertising, current models on attitudes towards this type of advertising do not reflect the use and perception of users of these platforms. Using a combination of qualitative and quantitative methods, we explore the role that hindrance within mobile advertising plays towards the attitudes of consumers. We then develop and test quantitatively a scale that measures the construct hindrance and its four dimensions (stoppage, distraction, delay and interruption).
Original language | English |
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Number of pages | 26 |
DOIs | |
Publication status | Published - 23 Nov 2015 |
Event | International Conference on Organization and Management 2015 - Abu Dhabi, United Arab Emirates Duration: 22 Nov 2015 → 23 Nov 2015 |
Conference
Conference | International Conference on Organization and Management 2015 |
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Abbreviated title | ICOM 2015 |
Country/Territory | United Arab Emirates |
City | Abu Dhabi |
Period | 22/11/15 → 23/11/15 |
Keywords
- hindrance
- mobile advertising
- in-app advertising
- mobile applications
- Scale development