article

Perceived effectiveness of text vs. multimedia Location-Based Advertising messaging

Authors:

Hock-Hai TeoAuthors Info & Claims

International Journal of Mobile Communications, Volume 7, Issue 2

Pages 154 - 177

https://doi.org/10.1504/IJMC.2009.022440

Published: 01 January 2009 Publication History

Abstract

The emergence of mobile communication and positioning technologies has presented advertisers and marketers with a radically innovative advertising channel: Location-Based Advertising (LBA). Despite the growing attention given to LBA, little is understood about the differential effects of text and multimedia advertising formats on the mobile consumer perceptions and behaviours. This exploratory study empirically examines the effects of multimedia advertisements vis-a-vis text-based advertisements on consumer perceptions and behaviours in a simulated LBA environment. A structural model was formulated to test their effects on consumer perceptions of entertainment, informativeness and irritation. Results show that multimedia LBA messages lead to more favourable attitude, increase the intention to use the LBA application, and have significant impact on purchase intention. Furthermore, this study indicates the role of multimedia as a double-edged sword: on the one hand, it suggests that multimedia impose a higher level of irritation; on the other hand, it suggests that multimedia enhance the informativeness and entertainment value of LBA. Implications for theory and practice are discussed.

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Index Terms

Perceived effectiveness of text vs. multimedia Location-Based Advertising messaging
1. Applied computing
2. Networks
  1. Network types
    1. Mobile networks
    2. Wireless access networks

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cover image International Journal of Mobile Communications

International Journal of Mobile Communications Volume 7, Issue 2

February 2009

135 pages

ISSN:1470-949X

EISSN:1741-5217

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Inderscience Publishers

Geneva 15, Switzerland

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Published: 01 January 2009

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Dunham JXu JPapangelis KLalone NSaker MSchwartz D(2024)Pokémon GO as an Advertising Platform: The Case for Locative Advertising in Location-based GamesGames: Research and Practice10.1145/36415092:1(1-25)Online publication date: 18-Mar-2024
https://dl.acm.org/doi/10.1145/3641509
Dunham JXu JPapangelis KSchwartz D(2022)Advertising in Location-Based Games: An Exploration in Pokémon GOExtended Abstracts of the 2022 CHI Conference on Human Factors in Computing Systems10.1145/3491101.3519663(1-6)Online publication date: 27-Apr-2022
https://dl.acm.org/doi/10.1145/3491101.3519663
Kim E(2021)In-store shopping with location-based retail apps: perceived value, consumer response, and the moderating effect of flowInformation Technology and Management10.1007/s10799-021-00326-822:2(83-97)Online publication date: 1-Jun-2021
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