The effects of mobile advertising alerts and perceived value on continuance intention for branded mobile apps
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The effects of mobile advertising alerts and perceived value on continuance intention for branded mobile apps

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The effects of mobile advertising alerts and perceived value on continuance intention for branded mobile apps

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dc.contributor.author Murillo Zegarra, Miluska Ethiel
dc.contributor.author Ruiz Mafé, Carla
dc.contributor.author Sanz Blas, Silvia
dc.date.accessioned 2022-05-04T08:06:17Z
dc.date.available 2022-05-05T04:45:06Z
dc.date.issued 2020 es_ES
dc.identifier.uri https://hdl.handle.net/10550/82555
dc.description.abstract This paper examines consumers’ behaviours towards mobile advertising alerts offered by branded mobile apps in the fashion industry. While consumer-driven factors have attracted much attention, little research has examined the impact of data-driven mobile advertising alerts on consumer continuance intention for branded mobile apps. This paper analyses the combined influence of consumer beliefs, data-driven mobile advertising alerts, and perceived value on mobile advertising acceptance, intention to repurchase, and recommendation behaviour towards branded mobile apps on social media. In total, 340 valid responses from Spanish customers of an online fashion outlet, all social media users, who make their purchases from the company exclusively through its branded mobile application, were analysed to test the hypotheses, using structural equation modelling. The results showed that mobile advertising acceptance, intention to repurchase, and recommendation behaviour are driven by the perceived value of the branded mobile app. Perceived value is determined by the usefulness of the branded mobile app, attitudes towards mobile advertising alerts, and irritation. Mobile advertising content (informativeness and credibility) improves attitudes towards mobile advertising alerts. Ease of use increases perceived usefulness, while perceived control decreases irritation. Managerial implications are provided. es_ES
dc.language.iso en es_ES
dc.source Murillo-Zegarra M, Ruiz-Mafe C, Sanz-Blas S. The Effects of Mobile Advertising Alerts and Perceived Value on Continuance Intention for Branded Mobile Apps. Sustainability. 2020; 12(17):6753. es_ES
dc.subject social media es_ES
dc.subject mobile services es_ES
dc.subject perceived value es_ES
dc.subject repurchase intention es_ES
dc.subject word of mouth es_ES
dc.subject permission marketing es_ES
dc.title The effects of mobile advertising alerts and perceived value on continuance intention for branded mobile apps es_ES
dc.type info:eu-repo/semantics/article es_ES
dc.subject.unesco UNESCO::CIENCIAS ECONÓMICAS es_ES
dc.identifier.doi https://doi.org/10.3390/su12176753 es_ES
dc.accrualMethod S es_ES
dc.embargo.terms 0 days es_ES

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