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“Opening” location-based mobile ads: How openness and location congruency of location-based ads weaken negative effects of intrusiveness on brand choice

Ketelaar, Paul E.; Bernritter, Stefan F.; van Woudenberg, Thabo J.; Rozendaal, Esther; Konig, Ruben P.; Hühn, Arief Ernst; Van Gisbergen, Marnix S. and Janssen, Loes. 2018. “Opening” location-based mobile ads: How openness and location congruency of location-based ads weaken negative effects of intrusiveness on brand choice. Journal of Business Research, 91, pp. 277-285. ISSN 0148-2963 [Article]

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Abstract or Description

Smartphone apps allow retailers to track the location of their customers and provide the opportunity to reach them with location-based mobile ads. However, the efficacy of these ads often suffers from consumers' feelings of intrusiveness. Little research has investigated how location-based mobile messages should be designed to maximize their effectiveness and avoid undesired outcomes such as feelings of intrusiveness. The present study tested the effect of openness in ad design, in interaction with location congruency of mobile advertising, using a virtual reality supermarket setting. A process of moderated serial mediation demonstrates indirect positive effects of ad openness on brand choice (via intrusiveness and Aad), moderated by location congruency. Specifically, openness in mobile ad design lowers perceived ad intrusiveness, which positively affects consumers' brand choice (via Aad). This effect is stronger for ads that are presented in a location-congruent situation than for location-incongruent ads.

Item Type:

Article

Identification Number (DOI):

https://doi.org/10.1016/j.jbusres.2018.06.018

Keywords:

Location based advertising, Location congruency, Openness in advertising, Intrusiveness, Mobile marketing, Brand choice

Departments, Centres and Research Units:

Institute of Management Studies

Dates:

DateEvent
12 July 2018Published Online
23 June 2018Accepted

Item ID:

24273

Date Deposited:

19 Sep 2018 11:42

Last Modified:

25 Jun 2019 10:51

Peer Reviewed:

Yes, this version has been peer-reviewed.

URI:

http://research.gold.ac.uk/id/eprint/24273

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