Enhancing customer engagement through source appearance and self-influencer congruence in mobile advertising

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2023-11-28 DOI:10.1108/sjme-03-2023-0073

Muhammad Talha, Zonaib Tahir, Iqra Mehroush

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引用次数: 0

Abstract

Purpose The aim of this study is to assess the mediating effect of source appearance (SA) and self-influencer congruence (SIC) on the relationship between visual content (VC) and customer engagement (CE) towards mobile advertisement. Design/methodology/approach This study uses a quantitative approach to test the proposed model based on the stimulus–organism–response (SOR) theory. The non-probability purposive sampling technique was used to collect data from Pakistani mobile users through a self-administered questionnaire. Findings The study results prove that VC alone cannot generate mobile users’ engagement. SA is the key in this regard, which has a relatively higher importance compared to SIC. Furthermore, the serial mediation effect of SA and SIC on CE shows that attractive sources are likely to induce higher SIC and subsequent CE. Practical implications The results reveal that without a pleasing SA and positive SIC, mobile users skip the ads by perceiving them to be irritating or interruptive. Mobile ads might cost relatively less, but the advertisers should understand the significance of the SA toward minimizing the mobile advertising skepticism. Originality/value Advertisers can enhance the user’s engagement on mobile devices by addressing both the SA and SIC in their VC. The combined effect of both the SA and SIC on CE has not been assessed before. Furthermore, this study has used the SOR mechanism to examine CE.

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通过移动广告中的来源外观和自我影响者一致性提高客户参与度

目的本研究旨在评估源外观（SA）和自我影响者一致性（SIC）对移动广告视觉内容（VC）和客户参与（CE）之间关系的中介效应。设计/方法/途径本研究采用定量方法检验基于刺激-组织-反应（SOR）理论提出的模型。研究采用非概率目的性抽样技术，通过自填问卷的方式向巴基斯坦移动用户收集数据。研究结果研究结果证明，仅靠 VC 并不能引起移动用户的参与。在这方面，SA 是关键，其重要性相对高于 SIC。此外，SA 和 SIC 对 CE 的串联中介效应表明，有吸引力的信息源可能会诱发更高的 SIC 和随后的 CE。实践意义研究结果表明，如果没有令人愉悦的SA和积极的SIC，手机用户就会认为广告具有刺激性或干扰性而跳过广告。移动广告的成本可能相对较低，但广告主应了解广告效果对减少移动广告疑虑的重要意义。独创性/价值广告主可以通过在其虚拟传播中同时解决SA和SIC问题来提高用户在移动设备上的参与度。之前还没有人评估过SA和SIC对CE的综合影响。此外，本研究还使用了SOR机制来研究CE。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.