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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

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.citation	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.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.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	journal article	es_ES
dc.subject.unesco	UNESCO::CIENCIAS ECONÓMICAS	es_ES
dc.identifier.doi	10.3390/su12176753	es_ES
dc.accrualmethod	S	es_ES
dc.embargo.terms	0 days	es_ES