Accessibility navigation


A scale of hindrance in mobile in-app advertising

Nadeem, S., Rodriguez, L. C. and Perez Vega, R. ORCID: https://orcid.org/0000-0003-1619-317X (2015) A scale of hindrance in mobile in-app advertising. In: The International Conference on Organization and Management (ICOM), 22-23 November 2015, Abu Dhabi.

[img] Text - Accepted Version
· Restricted to Repository staff only
· The Copyright of this document has not been checked yet. This may affect its availability.

556kB

It is advisable to refer to the publisher's version if you intend to cite from this work. See Guidance on citing.

Abstract/Summary

This paper develops and tests a scale for hindrance in the context of in-app mobile advertising. With the changes in mobile advertising capabilities, research on attitudes towards mobile advertising has mainly focused on SMS advertising. However, the formats in mobile advertising have increased since the introduction of smartphones and mobile internet capabilities. We propose that within in-app mobile advertising, current models on attitudes towards this type of advertising do not reflect the use and perception of users of these platforms. Using a combination of qualitative and quantitative methods, we explore the role that hindrance within mobile advertising plays towards the attitudes of consumers. We then develop and test quantitatively a scale that measures the construct hindrance and its four dimensions (stoppage, distraction, delay and interruption).

Item Type:Conference or Workshop Item (Paper)
Refereed:Yes
Divisions:Henley Business School > Marketing and Reputation
ID Code:67511

University Staff: Request a correction | Centaur Editors: Update this record

Page navigation