Advertising value and privacy concerns in mobile advertising: the case of SMS advertising in banking

Hui Shan Lom, Ai Chin Thoo, Weng Marc Lim, Kian Yeik Koay
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Abstract

In an increasingly mobile-centric world, how banks effectively engage consumers through mobile advertising is a pressing issue. This study aims to accomplish two objectives: The first is to assess how consumers respond to mobile advertising from banks, specifically via SMS, based on Ducoffe’s advertising value model, and the second is to examine the moderating effect of mobile users’ information privacy concerns (MUIPC) between consumer attitudes and acceptance of mobile advertising. Using a survey with 413 usable responses from individuals who have received SMS advertisements from banks, which were analyzed using partial least squares structural equation modeling (PLS-SEM), the study found that entertainment and informativeness significantly enhance advertising value, whereas irritation does not. Furthermore, advertising value positively shapes consumer attitudes toward, and acceptance of, SMS advertising from banks. Notably, MUIPC moderates the relationship between attitudes and acceptance behavior. Taken together, this study advances our understanding of consumer behavior in mobile advertising in the banking sector and underscores the need for balancing advertising value with privacy concerns.

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移动广告中的广告价值和隐私问题:银行业短信广告案例
在一个越来越以移动为中心的世界里,银行如何通过移动广告有效地吸引消费者是一个亟待解决的问题。本研究旨在实现两个目标:一是基于杜可菲的广告价值模型,评估消费者对银行移动广告(尤其是短信广告)的反应;二是研究移动用户对信息隐私的关注(MUIPC)在消费者态度和移动广告接受度之间的调节作用。研究使用偏最小二乘结构方程模型(PLS-SEM)对收到过银行短信广告的个人进行了调查,共收到 413 份可用回复,研究发现娱乐性和信息性能显著提升广告价值,而刺激性则不能。此外,广告价值会积极影响消费者对银行短信广告的态度和接受程度。值得注意的是,MUIPC 调节了态度和接受行为之间的关系。综上所述,本研究加深了我们对银行业移动广告消费者行为的理解,并强调了平衡广告价值与隐私问题的必要性。
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来源期刊
CiteScore
5.60
自引率
26.70%
发文量
61
期刊介绍: Under the guidance of its expert Editors and an eminent international Editorial Board, Journal of Financial Services Marketing has become one of the world''s leading forums for the latest thinking, techniques and developments in marketing financial services. The Journal has established itself as a key bridge between applied academic research and commercial best practice, globally. The journal covers: marketing banking services, pension plans, insurance, saving schemes, investment finance, personal finance, mortgages and credit and debit cards loyalty plans brand management cross-selling products and services customer relationship management online services customer profiling targeting product positioning pricing distribution management consumer finance pooled investment funds The Journal of Financial Services Marketing publishes detailed and authoritative: Case studies from marketers worldwide, detailing their practical experiences, the problems faced and the lessons learned Research with IMPLICATIONS FOR PRACTICE from leading business schools, research institutes and universities, worldwide Reviews and briefings by expert practitioners and academics sharing thought-provoking and challenging ideas Legal reviews examining in detail the major changes in legislation Book reviews providing a ''thumbnail'' of best practice in marketing within the financial services field ...to keep subscribers up-to-date with the latest developments and thinking in bank and financial services marketing.
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