TY - JOUR
T1 - “Opening” location-based mobile ads
T2 - How openness and location congruency of location-based ads weaken negative effects of intrusiveness on brand choice
AU - Ketelaar, Paul
AU - Bernritter, Stefan
AU - van Woudenberg, Thabo
AU - Rozendaal, Esther
AU - Konig, Ruben
AU - Huhn, Arief Ernst
AU - van Gisbergen, Marnix
AU - Janssen, Loes
PY - 2018
Y1 - 2018
N2 - Smartphone apps allow retailers to track the location of their customers and provide the opportunity to reach them with location-based mobile ads. However, the efficacy of these ads often suffers from consumers' feelings of intrusiveness. Little research has investigated how location-based mobile messages should be designed to maximize their effectiveness and avoid undesired outcomes such as feelings of intrusiveness. The present study tested the effect of openness in ad design, in interaction with location congruency of mobile advertising, using a virtual reality supermarket setting. A process of moderated serial mediation demonstrates indirect positive effects of ad openness on brand choice (via intrusiveness and Aad), moderated by location congruency. Specifically, openness in mobile ad design lowers perceived ad intrusiveness, which positively affects consumers' brand choice (via Aad). This effect is stronger for ads that are presented in a location-congruent situation than for location-incongruent ads.
AB - Smartphone apps allow retailers to track the location of their customers and provide the opportunity to reach them with location-based mobile ads. However, the efficacy of these ads often suffers from consumers' feelings of intrusiveness. Little research has investigated how location-based mobile messages should be designed to maximize their effectiveness and avoid undesired outcomes such as feelings of intrusiveness. The present study tested the effect of openness in ad design, in interaction with location congruency of mobile advertising, using a virtual reality supermarket setting. A process of moderated serial mediation demonstrates indirect positive effects of ad openness on brand choice (via intrusiveness and Aad), moderated by location congruency. Specifically, openness in mobile ad design lowers perceived ad intrusiveness, which positively affects consumers' brand choice (via Aad). This effect is stronger for ads that are presented in a location-congruent situation than for location-incongruent ads.
KW - Location based advertising
KW - Location congruency
KW - Openness in advertising
KW - Intrusiveness
KW - Mobile marketing
KW - Brand choice
U2 - 10.1016/j.jbusres.2018.06.018
DO - 10.1016/j.jbusres.2018.06.018
M3 - Article
SN - 0148-2963
VL - 91
SP - 277
EP - 285
JO - Journal of Business Research
JF - Journal of Business Research
ER -