The behavior response of the Nigerian youths toward mobile advertising: An examination of the influence of values, attitudes and culture
Mobile phone has become an integral tool for marketing and advertising. For advertisers to use it successfully to advertise they need to understand the behavior response of consumers toward it. Sequel to the above, the objective of this study is to examine the direct impact of mobile advertising val...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2017-01-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | http://dx.doi.org/10.1080/23311975.2017.1353231 |
| _version_ | 1831523206844907520 |
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| author | Akeem Soladoye Bakare Acheampong Owusu Daha Tijjani Abdurrahaman |
| author_facet | Akeem Soladoye Bakare Acheampong Owusu Daha Tijjani Abdurrahaman |
| author_sort | Akeem Soladoye Bakare |
| collection | DOAJ |
| description | Mobile phone has become an integral tool for marketing and advertising. For advertisers to use it successfully to advertise they need to understand the behavior response of consumers toward it. Sequel to the above, the objective of this study is to examine the direct impact of mobile advertising value and attitude on the behavior response of Nigerian youths to mobile advertising. Equally, the study will also ascertain the moderating effects of culture on the relationships of value, attitude, and behavior response of Nigerian youth to mobile advertising. The study is an explanatory research and adopted the quantitative approach of data collection and analysis. Primary data from 296 Nigerian youths in selected tertiary institutions were analyzed using Smart PLS 3. Findings showed that both mobile advertising value and attitude toward mobile advertising have significant impacts on the behavior response of Nigerian youths to mobile advertising. Regarding, the moderating effect, culture moderated between attitude and behavior response, however it did not moderate between mobile advertising value and behavior response toward mobile advertising. A managerial implication from this is that advertisers should send valuable mobile advertising messages which are rich in cultural elements. That will help in eliciting favorable responses from the consumers toward it which can eventually translate to increment in product purchase thereby leading to adequate return on investment. |
| first_indexed | 2024-12-14T14:03:37Z |
| format | Article |
| id | doaj.art-d4e59b6b94a7411fb6d3c8d8665667ba |
| institution | Directory Open Access Journal |
| issn | 2331-1975 |
| language | English |
| last_indexed | 2024-12-14T14:03:37Z |
| publishDate | 2017-01-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj.art-d4e59b6b94a7411fb6d3c8d8665667ba2022-12-21T22:58:40ZengTaylor & Francis GroupCogent Business & Management2331-19752017-01-014110.1080/23311975.2017.13532311353231The behavior response of the Nigerian youths toward mobile advertising: An examination of the influence of values, attitudes and cultureAkeem Soladoye Bakare0Acheampong Owusu1Daha Tijjani Abdurrahaman2Limkokwing University of Creative TechnologyLimkokwing University of Creative TechnologyLimkokwing University of Creative TechnologyMobile phone has become an integral tool for marketing and advertising. For advertisers to use it successfully to advertise they need to understand the behavior response of consumers toward it. Sequel to the above, the objective of this study is to examine the direct impact of mobile advertising value and attitude on the behavior response of Nigerian youths to mobile advertising. Equally, the study will also ascertain the moderating effects of culture on the relationships of value, attitude, and behavior response of Nigerian youth to mobile advertising. The study is an explanatory research and adopted the quantitative approach of data collection and analysis. Primary data from 296 Nigerian youths in selected tertiary institutions were analyzed using Smart PLS 3. Findings showed that both mobile advertising value and attitude toward mobile advertising have significant impacts on the behavior response of Nigerian youths to mobile advertising. Regarding, the moderating effect, culture moderated between attitude and behavior response, however it did not moderate between mobile advertising value and behavior response toward mobile advertising. A managerial implication from this is that advertisers should send valuable mobile advertising messages which are rich in cultural elements. That will help in eliciting favorable responses from the consumers toward it which can eventually translate to increment in product purchase thereby leading to adequate return on investment.http://dx.doi.org/10.1080/23311975.2017.1353231mobile advertisingmobile advertising valueattitudeculturebehavior responsenigerian youths |
| spellingShingle | Akeem Soladoye Bakare Acheampong Owusu Daha Tijjani Abdurrahaman The behavior response of the Nigerian youths toward mobile advertising: An examination of the influence of values, attitudes and culture Cogent Business & Management mobile advertising mobile advertising value attitude culture behavior response nigerian youths |
| title | The behavior response of the Nigerian youths toward mobile advertising: An examination of the influence of values, attitudes and culture |
| title_full | The behavior response of the Nigerian youths toward mobile advertising: An examination of the influence of values, attitudes and culture |
| title_fullStr | The behavior response of the Nigerian youths toward mobile advertising: An examination of the influence of values, attitudes and culture |
| title_full_unstemmed | The behavior response of the Nigerian youths toward mobile advertising: An examination of the influence of values, attitudes and culture |
| title_short | The behavior response of the Nigerian youths toward mobile advertising: An examination of the influence of values, attitudes and culture |
| title_sort | behavior response of the nigerian youths toward mobile advertising an examination of the influence of values attitudes and culture |
| topic | mobile advertising mobile advertising value attitude culture behavior response nigerian youths |
| url | http://dx.doi.org/10.1080/23311975.2017.1353231 |
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