Mobile advertising avoidance: exploring the role of ubiquity
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GENERAL RESEARCH
Mobile advertising avoidance: exploring the role of ubiquity Shintaro Okazaki & Francisco José Molina & Morikazu Hirose
Received: 29 July 2011 / Accepted: 5 January 2012 / Published online: 5 May 2012 # Institute of Information Management, University of St. Gallen 2012
Abstract Drawing upon prior research on Internet information privacy concerns, this study examines the effects of perceived ubiquity on consumers’ acceptance of mobile advertising. We postulate that, due to increasing unethical information practice, ubiquity can be perceived both positively and negatively, exercising complex effects on trust, risk, attitude, and intention to delete the ad. With 510 Japanese general consumers, our findings indicate that perceived ubiquity significantly strengthens trust and attitude toward the ad, while none of the negative effects are confirmed. Perceived ubiquity is therefore generally accepted as a favorable utility of mobile communication, leading to more likely acceptance of the ad it delivers. In closing, theoretical and managerial implications are discussed, and important limitations are recognized.
Responsible editor: Hans-Dieter Zimmermann S. Okazaki (*) Department of Finance and Marketing Research, College of Economics and Business Administration, Universidad Autónoma de Madrid, Cantoblanco, 28049 Madrid, Spain e-mail: [email protected] F. J. Molina Department of Marketing College of Economics and Business Administration, University of Murcia, Campus de Espinardo, 30100 Murcia, Spain e-mail: [email protected] M. Hirose Faculty of Business Administration, Tokyo Fuji University, 3-8-1, Takadanobaba Shinjuku-ku, Tokyo 169-0075, Japan e-mail: [email protected]
Keywords Advertising . Information privacy concerns . Mobile commerce . Risk . Trust . Ubiquity JEL classification M3 - Marketing and Advertising
Introduction Mobile advertising has increasingly been recognized as an important component of firms’ holistic marketing strategies (Varnali and Toker 2010). A recent report by the United Nations indicates that mobile subscribers account for as much as 67 % of the world’s population, far outweighing Internet access (Watch 2010). Global mobile advertising expenditure is estimated to grow from $2.7 billion in 2011 to $6.6 billion by 2016, with an average growth of 19.4 % each year (Magnaglobal 2011). Furthermore, the enhanced usability of mobile platforms, such as Apple’s iPhone OS and Google’s Android OS, enables online marketers to facilitate their advertising capacity. A study in Japan shows that 58 % of mobile subscribers download mobile coupons and discounts from ads more than once a month (D2 Communications 2006). More recently, in the U.S., mobile phone service providers, including Cingular, Sprint, and Verizon, have started offering marketing programs for advertisers (Watch 2010). In Europe, O2, Vodafone, and Orange teamed up to launch a joint venture aimed at promoting mobile advertising with near-field communicationsbased mobile payments (MarketingWeek 2011). In this stud
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