IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v91y2018icp277-285.html
   My bibliography  Save this article

“Opening” location-based mobile ads: How openness and location congruency of location-based ads weaken negative effects of intrusiveness on brand choice

Author

Listed:
  • Ketelaar, Paul E.
  • Bernritter, Stefan F.
  • van Woudenberg, Thabo J.
  • Rozendaal, Esther
  • Konig, Ruben P.
  • Hühn, Arief Ernst
  • Van Gisbergen, Marnix S.
  • Janssen, Loes

Abstract

Smartphone apps allow retailers to track the location of their customers and provide the opportunity to reach them with location-based mobile ads. However, the efficacy of these ads often suffers from consumers' feelings of intrusiveness. Little research has investigated how location-based mobile messages should be designed to maximize their effectiveness and avoid undesired outcomes such as feelings of intrusiveness. The present study tested the effect of openness in ad design, in interaction with location congruency of mobile advertising, using a virtual reality supermarket setting. A process of moderated serial mediation demonstrates indirect positive effects of ad openness on brand choice (via intrusiveness and Aad), moderated by location congruency. Specifically, openness in mobile ad design lowers perceived ad intrusiveness, which positively affects consumers' brand choice (via Aad). This effect is stronger for ads that are presented in a location-congruent situation than for location-incongruent ads.

Suggested Citation

  • Ketelaar, Paul E. & Bernritter, Stefan F. & van Woudenberg, Thabo J. & Rozendaal, Esther & Konig, Ruben P. & Hühn, Arief Ernst & Van Gisbergen, Marnix S. & Janssen, Loes, 2018. "“Opening” location-based mobile ads: How openness and location congruency of location-based ads weaken negative effects of intrusiveness on brand choice," Journal of Business Research, Elsevier, vol. 91(C), pages 277-285.
    • Handle: RePEc:eee:jbrese:v:91:y:2018:i:c:p:277-285
    DOI: 10.1016/j.jbusres.2018.06.018
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296318303059
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2018.06.018?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. Chenxi Li & Xueming Luo & Cheng Zhang, 2017. "Sunny, Rainy, and Cloudy with a Chance of Mobile Promotion Effectiveness," Marketing Science, INFORMS, vol. 36(5), pages 762-779, September.
    3. Grewal, Dhruv & Bart, Yakov & Spann, Martin & Zubcsek, Peter Pal, 2016. "Mobile Advertising: A Framework and Research Agenda," Journal of Interactive Marketing, Elsevier, vol. 34(C), pages 3-14.
    4. Aguirre, Elizabeth & Mahr, Dominik & Grewal, Dhruv & de Ruyter, Ko & Wetzels, Martin, 2015. "Unraveling the Personalization Paradox: The Effect of Information Collection and Trust-Building Strategies on Online Advertisement Effectiveness," Journal of Retailing, Elsevier, vol. 91(1), pages 34-49.
    5. Jean-Pierre Dubé & Zheng Fang & Nathan Fong & Xueming Luo, 2017. "Competitive Price Targeting with Smartphone Coupons," Marketing Science, INFORMS, vol. 36(6), pages 944-975, November.
    6. Zheng Fang & Bin Gu & Xueming Luo & Yunjie Xu, 2015. "Contemporaneous and Delayed Sales Impact of Location-Based Mobile Promotions," Information Systems Research, INFORMS, vol. 26(3), pages 552-564, September.
    7. Peracchio, Laura A & Meyers-Levy, Joan, 1994. "How Ambiguous Cropped Objects in Ad Photos Can Affect Product Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 190-204, June.
    8. Rajagopal, 2014. "The Human Factors," Palgrave Macmillan Books, in: Architecting Enterprise, chapter 9, pages 225-249, Palgrave Macmillan.
    9. Henrikki Tikkanen & Joel Hietanen & Tuomas Henttonen & Joonas Rokka, 2009. "Exploring virtual worlds : success factors in virtual world marketing," Post-Print hal-02313353, HAL.
    10. Michelle Andrews & Xueming Luo & Zheng Fang & Anindya Ghose, 2016. "Mobile Ad Effectiveness: Hyper-Contextual Targeting with Crowdedness," Marketing Science, INFORMS, vol. 35(2), pages 218-233, March.
    11. Andrews, Michelle & Goehring, Jody & Hui, Sam & Pancras, Joseph & Thornswood, Lance, 2016. "Mobile Promotions: A Framework and Research Priorities," Journal of Interactive Marketing, Elsevier, vol. 34(C), pages 15-24.
    12. Shankar, Venkatesh & Kleijnen, Mirella & Ramanathan, Suresh & Rizley, Ross & Holland, Steve & Morrissey, Shawn, 2016. "Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research Avenues," Journal of Interactive Marketing, Elsevier, vol. 34(C), pages 37-48.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Xi, Nannan & Hamari, Juho, 2021. "Shopping in virtual reality: A literature review and future agenda," Journal of Business Research, Elsevier, vol. 134(C), pages 37-58.
    2. Mohammad Hazimeh, 2021. "Defining Location Based Marketing and Identifying the Benefits of this Strategy," Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, Union of Scientists - Varna, Economic Sciences Section, vol. 10(3), pages 122-126, December.
    3. Sung, Eunyoung (Christine), 2021. "The effects of augmented reality mobile app advertising: Viral marketing via shared social experience," Journal of Business Research, Elsevier, vol. 122(C), pages 75-87.
    4. Li, Qi & Wang, Quansheng & Song, Peijian, 2022. "Do customers always adopt buy-online-and-pick-up-in-store service? Consideration of location-based store density in omni-channel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    5. Azemi, Yllka & Ozuem, Wilson & Wiid, Ria & Hobson, Ana, 2022. "Luxury fashion brand customers’ perceptions of mobile marketing: Evidence of multiple communications and marketing channels," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    6. van de Sanden, Stephanie & Willems, Kim & Brengman, Malaika, 2020. "How do consumers process digital display ads in-store? The effect of location, content, and goal relevance," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    7. Wedel, Michel & Bigné, Enrique & Zhang, Jie, 2020. "Virtual and augmented reality: Advancing research in consumer marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 443-465.
    8. Stefan F. Bernritter & Paul E. Ketelaar & Francesca Sotgiu, 2021. "Behaviorally targeted location-based mobile marketing," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 677-702, July.
    9. Palos-Sanchez, Pedro & Saura, Jose Ramon & Reyes-Menendez, Ana & Esquivel, Ivonne Vásquez, 2018. "Users Acceptance Of Location-Based Marketing Apps In Tourism Sector: An Exploratory Analysis," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 6(3), pages 258-270.
    10. Banerjee, Syagnik & Xu, Shichun & Johnson, Scott D., 2021. "How does location based marketing affect mobile retail revenues? The complex interplay of delivery tactic, interface mobility and user privacy," Journal of Business Research, Elsevier, vol. 130(C), pages 398-404.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Siliang Tong & Xueming Luo & Bo Xu, 2020. "Personalized mobile marketing strategies," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 64-78, January.
    2. Bies, Suzanne M.T.A. & Bronnenberg, Bart J. & Gijsbrechts, Els, 2021. "How push messaging impacts consumer spending and reward redemption in store-loyalty programs," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 877-899.
    3. Bies, Suzanne, 2022. "Examining the effectiveness of activation techniques on consumer behavior in temporary loyalty programs," Other publications TiSEM ade86df3-4846-4318-938f-a, Tilburg University, School of Economics and Management.
    4. Stefan F. Bernritter & Paul E. Ketelaar & Francesca Sotgiu, 2021. "Behaviorally targeted location-based mobile marketing," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 677-702, July.
    5. Hana Choi & Carl F. Mela & Santiago R. Balseiro & Adam Leary, 2020. "Online Display Advertising Markets: A Literature Review and Future Directions," Information Systems Research, INFORMS, vol. 31(2), pages 556-575, June.
    6. Huang, Rui & Huang, Minxue & Zhao, Jing & Liu, Yuan, 2024. "Absence makes the heart grow fonder: The interactive effect of crowding information and spatial distance on consumers’ patronage intention," Journal of Business Research, Elsevier, vol. 176(C).
    7. Wujin Chu & Jaewoo Joo, 2024. "Targeting effectiveness of mobile coupons: from exposure to purchase," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(2), pages 342-354, June.
    8. Qiu, Chun & Zhao, Ping, 2019. "Mobile coupon acquisition and redemption for restaurants: The effects of store clusters as a double-edged sword," Journal of Business Research, Elsevier, vol. 103(C), pages 163-172.
    9. Verhoef, Peter C. & Stephen, Andrew T. & Kannan, P.K. & Luo, Xueming & Abhishek, Vibhanshu & Andrews, Michelle & Bart, Yakov & Datta, Hannes & Fong, Nathan & Hoffman, Donna L. & Hu, Mandy Mantian & No, 2017. "Consumer Connectivity in a Complex, Technology-enabled, and Mobile-oriented World with Smart Products," Journal of Interactive Marketing, Elsevier, vol. 40(C), pages 1-8.
    10. Wang, Wei & Li, Gang & Fung, Richard Y.K. & Cheng, T.C.E., 2019. "Mobile Advertising and Traffic Conversion: The Effects of Front Traffic and Spatial Competition," Journal of Interactive Marketing, Elsevier, vol. 47(C), pages 84-101.
    11. Hofacker, Charles F. & de Ruyter, Ko & Lurie, Nicholas H. & Manchanda, Puneet & Donaldson, Jeff, 2016. "Gamification and Mobile Marketing Effectiveness," Journal of Interactive Marketing, Elsevier, vol. 34(C), pages 25-36.
    12. Lu, Chih-Cheng & Wu, Ing-Long & Hsiao, Wei-Hung, 2019. "Developing customer product loyalty through mobile advertising: Affective and cognitive perspectives," International Journal of Information Management, Elsevier, vol. 47(C), pages 101-111.
    13. Darvasi, Gábor & Spann, Martin & Zubcsek, Peter Pal, 2024. "How observation of other shoppers increases the in-store use of mobile technology," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    14. Cao, Lanlan & Liu, Xin & Cao, Wenbin, 2018. "The Effects of Search-Related and Purchase-Related Mobile App Additions on Retailers’ Shareholder Wealth: The Roles of Firm Size, Product Category, and Customer Segment," Journal of Retailing, Elsevier, vol. 94(4), pages 343-351.
    15. Scholz, Joachim & Duffy, Katherine, 2018. "We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 11-23.
    16. Iyer, Pramod & Davari, Arezoo & Mukherjee, Amaradri, 2018. "Investigating the effectiveness of retailers’ mobile applications in determining customer satisfaction and repatronage intentions? A congruency perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 235-243.
    17. Luis Edwin Chimborazo & Marta Frasquet & Alejandro Mollá, 2021. "Explaining Mobile Commerce Usage Intention Based on Technology Acceptance Models in a Developing Market Context," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 33(1), pages 25-40.
    18. Thapa, Sajani & Guzmán, Francisco & Paswan, Audhesh, 2024. "We are just 10 feet away! How does location-based advertising affect consumer-brand engagement?," Journal of Business Research, Elsevier, vol. 172(C).
    19. Sheng, Jie & Amankwah-Amoah, Joseph & Wang, Xiaojun, 2017. "A multidisciplinary perspective of big data in management research," International Journal of Production Economics, Elsevier, vol. 191(C), pages 97-112.
    20. Grewal, Dhruv & Bart, Yakov & Spann, Martin & Zubcsek, Peter Pal, 2016. "Mobile Advertising: A Framework and Research Agenda," Journal of Interactive Marketing, Elsevier, vol. 34(C), pages 3-14.

    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:eee:jbrese:v:91:y:2018:i:c:p:277-285. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    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.