A scale of hindrance in mobile in-app advertising

Shanzeh Nadeem, Lilia Carolina Rodríguez, Rodrigo Perez Vega

    Research output: Contribution to conferencePaper

    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 languageEnglish
    Number of pages26
    DOIs
    Publication statusPublished - 23 Nov 2015
    EventInternational Conference on Organization and Management 2015 - Abu Dhabi, United Arab Emirates
    Duration: 22 Nov 201523 Nov 2015

    Conference

    ConferenceInternational Conference on Organization and Management 2015
    Abbreviated titleICOM 2015
    CountryUnited Arab Emirates
    CityAbu Dhabi
    Period22/11/1523/11/15

    Keywords

    • hindrance
    • mobile advertising
    • in-app advertising
    • mobile applications
    • Scale development

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