Abstract/Summary

The exponential growth of mobile phone usage has shifted the attention of marketers toward digital advertising as a tool for targeted communication. However, the increased usage of digital advertising exposes consumers to excessive amounts of advertisements, which may trigger their annoyance and raise concerns about overall advertising effectiveness. In a moderated mediation model, this study examined how digital advertising value influences consumers' attitudes toward advertising and purchase intention at different levels of advertising irritation using the S-O-R framework and the advertising value model. Data were collected from 272 university students to test the conceptual model, and a multi-analytic approach combining partial least squares structural equation modeling and necessary condition analysis (NCA) was adopted. Results show that advertising value has a stronger effect on purchase intention than attitude toward advertising and that advertising irritation is a strong negative moderator that significantly reduces overall advertising effectiveness. NCA results also show varying degrees of predictor necessity. These findings can help advertisers improve their strategies to maximize the effectiveness of digital advertising.