Does personal innovativeness moderate the effect of irritation on consumers' attitudes towards mobile advertising?

Boateng, H; Okoe, AF; Omane, AB

Does personal innovativeness moderate the effect of irritation on consumers' attitudes towards mobile advertising?

Boateng, H

Okoe, AF Omane, AB

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Publication Type:: Journal Article
Citation:: Journal of Direct, Data and Digital Marketing Practice, 2016, 17 (3), pp. 201 - 210
Issue Date:: 2016-02-01

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Field	Value	Language
dc.contributor.author	Boateng, H https://orcid.org/0000-0002-7949-5557	en_US
dc.contributor.author	Okoe, AF	en_US
dc.contributor.author	Omane, AB	en_US
dc.date.issued	2016-02-01	en_US
dc.identifier.citation	Journal of Direct, Data and Digital Marketing Practice, 2016, 17 (3), pp. 201 - 210	en_US
dc.identifier.issn	1746-0166	en_US
dc.identifier.uri	http://hdl.handle.net/10453/118373
dc.description.abstract	© 2016 MACMILLAN PUBLISHERS LTD. The existing literature shows that there is a negative relationship between irritation and consumers' attitudes towards mobile advertising. In spite of this, little attempt has been made to reduce this effect. Thus, this study examines the moderating effect of personal innovativeness on the relationship between irritation and attitudes towards mobile advertising. The authors found a negative relationship between irritation and attitudes towards mobile advertising. It also was noted that there is a positive relationship between personal innovativeness and attitudes towards mobile advertising. Additionally, the study found that personal innovativeness moderates the relationship between irritation and attitudes towards mobile advertising. The findings imply that targeting individuals who are innovative has the potential for reducing the negative effect of irritation on attitudes towards mobile advertising.	en_US
dc.relation.ispartof	Journal of Direct, Data and Digital Marketing Practice	en_US
dc.relation.isbasedon	10.1057/dddmp.2015.53	en_US
dc.title	Does personal innovativeness moderate the effect of irritation on consumers' attitudes towards mobile advertising?	en_US
dc.type	Journal Article
utslib.citation.volume	3	en_US
utslib.citation.volume	17	en_US
utslib.for	2001 Communication and Media Studies	en_US
utslib.for	1505 Marketing	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences/IKM and Digital Studies Program
utslib.copyright.status	closed_access
pubs.issue	3	en_US
pubs.publication-status	Published	en_US
pubs.volume	17	en_US

Abstract:

© 2016 MACMILLAN PUBLISHERS LTD. The existing literature shows that there is a negative relationship between irritation and consumers' attitudes towards mobile advertising. In spite of this, little attempt has been made to reduce this effect. Thus, this study examines the moderating effect of personal innovativeness on the relationship between irritation and attitudes towards mobile advertising. The authors found a negative relationship between irritation and attitudes towards mobile advertising. It also was noted that there is a positive relationship between personal innovativeness and attitudes towards mobile advertising. Additionally, the study found that personal innovativeness moderates the relationship between irritation and attitudes towards mobile advertising. The findings imply that targeting individuals who are innovative has the potential for reducing the negative effect of irritation on attitudes towards mobile advertising.

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http://hdl.handle.net/10453/118373