Users’ perceptions of control and mobile advertising effectiveness

: theoretical reflections and empirical evidence

Abstract

As mobile devices become more prolific and users become more accessible without the limits of time and space, mobile looks to be the ultimate channel on which to advertise. Currently academics debate the effectiveness of mobile advertising with some research suggesting users are not receptive and often irritated by adverts received via their mobile devices. The increased number of mobile ad blocker downloads supports the view that there is an underlying issue, which is limiting the effectiveness of mobile adverts. Researchers have indicated that the level of user control afforded within the advertising interaction, is at the heart of this issue. Through the use of an experimental design and a multiple regression analysis, this paper was able to empirically test the relationship between the antecedents of control (Choice, Information, and Predictability), and Mobile Advertising Effectiveness measures. Findings indicate that a two-way interaction effect exists between Information and Predictability which shows a positive relationship with Mobile Advertising Effectiveness, Ad Attitude and Ad Recall. All other relationships within the analysis were shown to be negative with the dependent variables, or entirely unsupported by the data. This indicates that control is a nuanced concept and it is not clear in what scenarios increased control will create positive outcomes. This research refutes the claims made by researchers and acknowledges the complexity of this issue, whilst also providing practitioners with an understanding of best practice in relation to mobile advertising,

Date of Award	Sept 2018
Original language	English
Awarding Institution	University of Portsmouth
Supervisor	Giampaolo Viglia (Supervisor), Lillian Clark (Supervisor), Andrew Grant Parsons (Supervisor) & Andy Williams (Supervisor)