Citation

Goh, Mei Ling and Tan, Seng Huat and Tan, Vee Dick (2023) How Flow Experience and Advertising Value Influence Purchase Intention towards the Mobile Advertisement? In: 2023 International Conference on Digital Applications, Transformation & Economy (ICDATE), 14-16 July 2023, Sarawak, Malaysia.

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Abstract

The rapid growth of smart device technology has led mobile advertising to become one of the important tools in digital marketing. This study aims to examine the effect of flow experience and advertising value on purchase intention of consumers towards the mobile advertising. A total of 150 respondents was recruited based on convenience sampling through a set of self-administered questionnaires surveyed on the demographic background of respondents and all variables that are informativeness, entertainment, credibility, irritation, incentive, flow experience, advertising value, and purchase intention. Structural equation modelling was performed to assess the measurement model and structural model. Informativeness, credibility and entertainment were found to have positive effects on flow experience. Credibility, entertainment, and incentive were proved to have positive effect on advertising value. Flow experience and advertising value influenced purchase intention positively. This study provides several managerial implications for mobile advertisers to promote and enhance the mobile advertisement strategic plan.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Flow Experience, Advertising Value, Purchase Intention, Mobile Advertisement
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	31 Oct 2023 09:06
Last Modified:	31 Oct 2023 09:06
URII:	http://shdl.mmu.edu.my/id/eprint/11804

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