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The behavior response of the Nigerian youths toward mobile advertising: An examination of the influence of values, attitudes and culture

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  • Akeem Soladoye Bakare
  • Acheampong Owusu
  • Daha Tijjani Abdurrahaman

Abstract

Mobile phone has become an integral tool for marketing and advertising. For advertisers to use it successfully to advertise they need to understand the behavior response of consumers toward it. Sequel to the above, the objective of this study is to examine the direct impact of mobile advertising value and attitude on the behavior response of Nigerian youths to mobile advertising. Equally, the study will also ascertain the moderating effects of culture on the relationships of value, attitude, and behavior response of Nigerian youth to mobile advertising. The study is an explanatory research and adopted the quantitative approach of data collection and analysis. Primary data from 296 Nigerian youths in selected tertiary institutions were analyzed using Smart PLS 3. Findings showed that both mobile advertising value and attitude toward mobile advertising have significant impacts on the behavior response of Nigerian youths to mobile advertising. Regarding, the moderating effect, culture moderated between attitude and behavior response, however it did not moderate between mobile advertising value and behavior response toward mobile advertising. A managerial implication from this is that advertisers should send valuable mobile advertising messages which are rich in cultural elements. That will help in eliciting favorable responses from the consumers toward it which can eventually translate to increment in product purchase thereby leading to adequate return on investment.

Suggested Citation

  • Akeem Soladoye Bakare & Acheampong Owusu & Daha Tijjani Abdurrahaman, 2017. "The behavior response of the Nigerian youths toward mobile advertising: An examination of the influence of values, attitudes and culture," Cogent Business & Management, Taylor & Francis Journals, vol. 4(1), pages 1353231-135, January.
    • Handle: RePEc:taf:oabmxx:v:4:y:2017:i:1:p:1353231
    DOI: 10.1080/23311975.2017.1353231
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    References listed on IDEAS

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    1. Bathaee, Atieh, 2011. "Culture affects consumer behavior: Theoretical reflections and an illustrative example with Germany and Iran," Wirtschaftswissenschaftliche Diskussionspapiere 02/2011, University of Greifswald, Faculty of Law and Economics.
    2. Chia-Liang Hung & Jerome Chih-Lung Chou, 2014. "Examining The Cultural Moderation On The Acceptance Of Mobile Commerce," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 11(02), pages 1-19.
    3. Choi, Jaewon & Lee, Hong Joo & Sajjad, Farhana & Lee, Habin, 2014. "The influence of national culture on the attitude towards mobile recommender systems," Technological Forecasting and Social Change, Elsevier, vol. 86(C), pages 65-79.
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    Cited by:

    1. Daha Tijjani Abdurrahaman & Maimuna Saad Sharubutu & Tasiu Tijjani Sabiu & Sa'adatu Balarabe Adam & Mohammed Gaddafi Ibrahim & Ama Aka Udu, 2021. "Examining the Determinants of eBanking Adoption: Evidence from Nigeria," Technium Social Sciences Journal, Technium Science, vol. 22(1), pages 463-482, August.
    2. Michael A. Enahoro & David B. Olawade, 2021. "GSM and the Nigerian Economy: The Journey from 2004 to 2019," International Journal of Economics and Finance, Canadian Center of Science and Education, vol. 13(7), pages 1-69, June.
    3. Acheampong Owusu & Daha Tijjani Abdurrahaman & Akeem Soladoye Bakare & Ivy Hawah Taana, 2021. "Texting and Making Calls Whilst Driving: Can Hand-Free Car Kits and Smartphones Speaker Tones Come to the Rescue of Ghanaian Drivers?," Technium Social Sciences Journal, Technium Science, vol. 23(1), pages 321-347, September.
    4. Acheampong Owusu & Ivy Hawah Taana & Akeem Soladoye Bakare & Daha Tijjani Abdurrahaman & Frederick Edem Broni Jnr, 2020. "Investigating the nexus between Mobile Apps Adoption and Privacy Concerns among Users:," Technium Social Sciences Journal, Technium Science, vol. 10(1), pages 167-188, August.
    5. Daha Tijjani Abdurrahaman & Acheampong Owusu & Akeem Soladoye Bakare & Adeyanju Apejoye & Muhammad Muhsin Ibrahim & Tijjani Habibu Ahmad, 2021. "Assessing the effects of Celebrity Endorsements of Political Parties: An empirical study of Nigerian 2019 Presidential Elections," Technium Social Sciences Journal, Technium Science, vol. 22(1), pages 676-699, August.
    6. Ivy Hawah Taana, 2020. "A Conceptual Framework on The Successful Adoption of Project Management Methodologies in Ghana," Technium Social Sciences Journal, Technium Science, vol. 10(1), pages 409-422, August.

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