The Impact of Mobile Advertising Content and Advertising Value on User Loyalty: Taking LINE Official Account as an Example
Article No.: 12, Pages 1 - 9
Abstract
The high usage of LINE in Taiwan has led to the launch of many new services to attract and retain users, among which LINE official accounts has become a tool for users to receive information. However, the users of LINE have made negative comments because of the message pushed by LINE official accounts and even blocked LINE official accounts. In view of this, this study wants to understand which advertising content can attract users to read, and influence subsequent users behavior on LINE official accounts.
Therefore, this study aimed to explore the message pushed by LINE official accounts from the perspective of mobile advertisements, and through Uses and Gratification theory to discuss the users' usages of LINE official accounts to read advertisements, which are produced by the different effects of advertising content. The effects of advertising content include informativeness, entertainment, personalization, incentives, how different effects of advertising content influence on advertising value, and how they will affect subsequent users' loyalty to LINE official accounts. In addition, from the perspective of LINE users, we explore the moderation of cognitive load on the relationship between the effects of advertising content and advertising value.
References
[1]
Aitken, R., Gray, B., & Lawson, R. (2008). Advertising effectiveness from a consumer perspective. International Journal of Advertising, 27(2), 279--297.
[2]
Alwitt, L. F., & Prabhaker, P. R. (1994). Identifying who dislikes television advertising: Not by demographics alone. Journal of Advertising Research, 34(6), 17--30.
[3]
Bang, H., & Wojdynski, B. W. (2016). Tracking users' visual attention and responses to personalized advertising based on task cognitive demand. Computers in Human Behavior, 55, 867--876.
[4]
Bantz, C. R. (1982). Exploring uses and gratifications: A comparison of reported uses of television and reported uses of favorite program type. Communication research, 9(3), 352--379. 10.1177/009365082009003002.
[5]
Blumler, J. G., & Katz, E. (1974). The Uses of Mass Communications: Current Perspectives on Gratifications Research. Sage Annual Reviews of Communication Research Volume III.
[6]
Brackett, L. K., & Carr, B. N. (2001). Cyberspace advertising vs. other media: Consumer vs. mature student attitudes. Journal of advertising research, 41(5), 23--32.
[7]
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81--93.
[8]
Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99--113.
[9]
Ducoffe, R. H. (1996). Advertising value and advertising on the web-Blog@management. Journal of advertising research, 36(5), 21--32.
[10]
Fatima, T., & Abbas, T. (2016). Impact of Advertising Beliefs and Personalization on Attitude towards Advertising; Mediating Role of Advertising Value. International Journal of Business Management and Commerce, 1(2), 10--19.
[11]
Ferguson, D. A., & Perse, E. M. (2000). The World Wide Web as a functional alternative to television. Journal of broadcasting & electronic media, 44(2), 155--174.
[12]
Hoffman, D. L., & Novak, T. P. (2009). Flow online: Lessons learned and future prospects. Journal of Interactive Marketing, 23(1), 23--34.
[13]
Jones, T. O., & Sasser, W. E. (1995). Why satisfied customers defect. Harvard business review, 73(6), 88.
[14]
Joo, J., & Sang, Y. (2013). Exploring Koreans' smartphone usage: An integrated model of the technology acceptance model and uses and gratifications theory. Computers in Human Behavior, 29(6), 2512--2518.
[15]
Kalyuga, S. (2011). Cognitive load theory: How many types of load does it really need?. Educational Psychology Review, 23(1), 1--19.
[16]
Kalakota, R and M. Robinson. M-Business: The Race to Mobility. New York: McGraw-Hill, 2001.
[17]
Katz, E., Blumler, J. G., & Gurevitch, M. (1974). The uses of mass communications: Current perspectives on gratifications research (p. 19). Thousand Oaks, CA: Sage publications.
[18]
Kaur, P., Dhir, A., Chen, S., & Rajala, R. (2019). Attitudinal and Behavioral Loyalty Toward Virtual Goods. Journal of Computer Information Systems, 1--12.
[19]
Kim, Y. J., & Han, J. (2014). Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization. Computers in Human Behavior, 33, 256--269.
[20]
Kotler, P., & Keller, K. L. (2006). Marketing Management 12th Ed, 136.
[21]
Lee, E. B., Lee, S. G., & Yang, C. G. (2017). The influences of advertisement at titude and brand attitude on purchase intention of smartphone advertising. Indus trial Management & Data Systems, 117(6), 1011--1036.
[22]
Lin, T.T.C. Paragas, F. and Bautista, J.R. (2016) 'Determinants of mobile consumers' perceived value of location-based mobile advertising and user responses', International Journal of Mobile Communications, Vol. 14, No. 2, pp.99--117.
[23]
Logan, K., Bright, L. F., & Gangadharbatla, H. (2012). Facebook versus televisi on: advertising value perceptions among females. Journal of Research in Interac tive Marketing, 6(3), 164--179.
[24]
Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphone advertising influences consumers' purchase intention. Journal of Business Research, 94, 378--387.
[25]
J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphon e advertising influences consumers' purchase intention. Journal of Business Res earch, 94, 378--387.
[26]
Mandhachitara, R., & Poolthong, Y. (2011). A model of customer loyalty and corporate social responsibility. Journal of services marketing, 25(2), 122--133.
[27]
McQuail, D. (1994). The rise of media of mass communication. In D. McQuail (Ed.), Mass communica-tion theory: An introduction(pp. 1--29). London: Sage.
[28]
Mulvenna, M., Anand, S. S., & Buchner, A. G. (2000). Personalization on the n et using web mining. Communications-ACM, 43(8), 122--125.
[29]
Paas, F. G., & Van Merriënboer, J. J. (1994). Instructional control of cognitive load in the training of complex cognitive tasks. Educational psychology review, 6(4), 351--371.
[30]
Robins, F. (2003). The marketing of 3G. Marketing Intelligence & Planning, 21 (6), 370--378.
[31]
Scharl, A., Dickinger, A., & Murphy, J. (2005). Diffusion and success factors of mobile marketing. Electronic commerce research and applications, 4(2), 159--173.
[32]
Rubin, A. M. (1984). Ritualized and instrumental television viewing. Journal of communication.
[33]
Sinkovics, R. R., Pezderka, N., & Haghirian, P. (2012). Determinants of consum er perceptions toward mobile advertising---a comparison between Japan and Au stria. Journal of Interactive Marketing, 26(1), 21--32.
[34]
Soberman, D. A. (2004). Research note: Additional learning and implications o n the role of informative advertising. Management Science, 50(12), 1744--1750.
[35]
Stafford, T. F., & Gillenson, M. L. (2004). Motivations for mobile devices: Use s and gratifications for m-commerce. SIGHCI 2004 Proceedings, 7.
[36]
Sternthal, B., & Craig, C. S. (1973). Humor in advertising. Journal of Marketing, 37(4), 12--18.
[37]
Sweller, J. (1988). Cognitive load during problem solving: Effects on learning. Cognitive science, 12(2), 257--285.
[38]
Tsang, M. M., Ho, S. C., & Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International journal of electronic commerc e, 8(3), 65--78.
[39]
Varnali, K., Yilmaz, C., & Toker, A. (2012). Predictors of attitudinal and behavioral outcomes in mobile advertising: A field experiment. Electronic Commerce Research and Applications, 11(6), 570--581.
[40]
Van-Tien Dao, W., Nhat Hanh Le, A., Ming-Sung Cheng, J., & Chao Chen, D. (2014). Social media advertising value: The case of transitional economies in So utheast Asia. International Journal of Advertising, 33(2)
[41]
Wang, Y., & Sun, S. (2010). Examining the role of beliefs and attitudes in onlin e advertising: A comparison between the USA and Romania. International Mark eting Review, 27(1), 87--107.
[42]
Windahl, S. (1981). Uses and gratifications at the crossroads. In Wilhoit, C. G. a nd Bock, H. D. (eds.). Mass communication review yearbook. Beverly Hills, C A: Sage.
[43]
Wu, I. L., & Hsiao, W. H. (2017). Involvement, content and interactivity drivers for consumer loyalty in mobile advertising: the mediating role of advertising va lue. International Journal of Mobile Communications, 15(6), 577--603.
[44]
Xu, D. J. (2006). The influence of personalization in affecting consumer attitude s toward mobile advertising in China. Journal of Computer Information System s, 47(2), 9--19.
Index Terms
- The Impact of Mobile Advertising Content and Advertising Value on User Loyalty: Taking LINE Official Account as an Example
Recommendations
Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization
Thirty-five percent of US adults own a smartphone and more than seventy-three percent of the population in South Korea owns a smartphone in the first quarter of 2013. The number of people that use a smartphone has radically increased. Smartphone users ...
Evaluating the influence of YouTube advertising for attraction of young customers
Nowadays, we have been faced with an increasing number of people who are spending tremendous amounts of time all around the world on YouTube. To date, the factors that persuade customers to accept YouTube advertising as an advertising medium are not yet ...
Children's Exposure to Mobile In-App Advertising: An Analysis of Content Appropriateness
SOCIALCOM '13: Proceedings of the 2013 International Conference on Social ComputingThere is a rising concern among parents that mobile advertisements may contain violent and sexual content even when the app itself is safe for children. Because mobile advertisements are not controlled by the content rating of apps, unexpected ...
Comments
Please enable JavaScript to view thecomments powered by Disqus.Information & Contributors
Information
Published In
October 2020
178 pages
ISBN:9781450389457
DOI:10.1145/3429395
Copyright © 2020 ACM.
Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]
Publisher
Association for Computing Machinery
New York, NY, United States
Publication History
Published: 04 December 2020
Check for updates
Author Tags
Qualifiers
- Research-article
- Research
- Refereed limited
Conference
MISNC2020&IEMT2020
MISNC2020&IEMT2020: The 7th Multidisciplinary in International Social Networks Conference and The 3rd International Conference on Economics, Management and Technology
October 31 - November 2, 2020
Kaohsiung, Taiwan
Acceptance Rates
Overall Acceptance Rate 57 of 97 submissions, 59%
Contributors
Other Metrics
Bibliometrics & Citations
Bibliometrics
Article Metrics
- 0Total Citations
- 67Total Downloads
- Downloads (Last 12 months)13
- Downloads (Last 6 weeks)5
Reflects downloads up to 23 Dec 2024
Other Metrics
Citations
View Options
Login options
Check if you have access through your login credentials or your institution to get full access on this article.
Sign in