IDEAS home Printed from https://ideas.repec.org/a/asi/ijoass/v8y2018i6p296-305id2993.html
   My bibliography  Save this article

The Antecedents of Word-of-Mouth Attitude in Mobile Advertising: An Experimental Study

Author

Listed:
  • Md. Alamgir Hossain
  • Nusrat Jahan
  • Saiful Islam
  • Sourav Paul Chowdhury

Abstract

The word-of-mouth attitude (WOM) as a powerful non-commercial marketing tool has aroused worldwide interest among scholars. The study aims to discover the potential impact of perceived value of mobile advertising in WOM. A survey method with a structured questionnaire was used for data collection including 415 valid respondents. The model was tested for reliability and validity by confirmatory factor analysis. Structural equation model has been used to determine the contribution of factors to WOM attitude. The results reveal that the perceived value has a significant positive effect on the consumer’s WOM attitude in the context of mobile advertising. Informativeness, credibility, and entertainment are prerequisites of perceived value in advertising. In addition, we have measured credibility based on informativeness, non-irritativeness, and entertaining value of advertisement. The research findings provide useful managerial implications for marketers, advertisers, and practitioners in designing their successful advertising plans and business strategies.

Suggested Citation

  • Md. Alamgir Hossain & Nusrat Jahan & Saiful Islam & Sourav Paul Chowdhury, 2018. "The Antecedents of Word-of-Mouth Attitude in Mobile Advertising: An Experimental Study," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 8(6), pages 296-305.
    • Handle: RePEc:asi:ijoass:v:8:y:2018:i:6:p:296-305:id:2993
    as

    Download full text from publisher

    File URL: https://archive.aessweb.com/index.php/5007/article/view/2993/4583
    Download Restriction: no
    File URL: https://archive.aessweb.com/index.php/5007/article/view/2993/5173
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:asi:ijoass:v:8:y:2018:i:6:p:296-305:id:2993. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Robert Allen (email available below). General contact details of provider: https://archive.aessweb.com/index.php/5007/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.