The behavior response of the Nigerian youths toward mobile advertising: An examination of the influence of values, attitudes and culture

Mobile phone has become an integral tool for marketing and advertising. For advertisers to use it successfully to advertise they need to understand the behavior response of consumers toward it. Sequel to the above, the objective of this study is to examine the direct impact of mobile advertising val...

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Autores principales:	Akeem Soladoye Bakare, Acheampong Owusu, Daha Tijjani Abdurrahaman
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2017
Materias:	mobile advertising mobile advertising value attitude culture behavior response nigerian youths Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/d4e59b6b94a7411fb6d3c8d8665667ba
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spelling	oai:doaj.org-article:d4e59b6b94a7411fb6d3c8d8665667ba2021-12-02T14:35:47ZThe behavior response of the Nigerian youths toward mobile advertising: An examination of the influence of values, attitudes and culture2331-197510.1080/23311975.2017.1353231https://doaj.org/article/d4e59b6b94a7411fb6d3c8d8665667ba2017-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2017.1353231https://doaj.org/toc/2331-1975Mobile phone has become an integral tool for marketing and advertising. For advertisers to use it successfully to advertise they need to understand the behavior response of consumers toward it. Sequel to the above, the objective of this study is to examine the direct impact of mobile advertising value and attitude on the behavior response of Nigerian youths to mobile advertising. Equally, the study will also ascertain the moderating effects of culture on the relationships of value, attitude, and behavior response of Nigerian youth to mobile advertising. The study is an explanatory research and adopted the quantitative approach of data collection and analysis. Primary data from 296 Nigerian youths in selected tertiary institutions were analyzed using Smart PLS 3. Findings showed that both mobile advertising value and attitude toward mobile advertising have significant impacts on the behavior response of Nigerian youths to mobile advertising. Regarding, the moderating effect, culture moderated between attitude and behavior response, however it did not moderate between mobile advertising value and behavior response toward mobile advertising. A managerial implication from this is that advertisers should send valuable mobile advertising messages which are rich in cultural elements. That will help in eliciting favorable responses from the consumers toward it which can eventually translate to increment in product purchase thereby leading to adequate return on investment.Akeem Soladoye BakareAcheampong OwusuDaha Tijjani AbdurrahamanTaylor & Francis Grouparticlemobile advertisingmobile advertising valueattitudeculturebehavior responsenigerian youthsBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 4, Iss 1 (2017)
institution	DOAJ
collection	DOAJ
language	EN
topic	mobile advertising mobile advertising value attitude culture behavior response nigerian youths Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	mobile advertising mobile advertising value attitude culture behavior response nigerian youths Business HF5001-6182 Management. Industrial management HD28-70 Akeem Soladoye Bakare Acheampong Owusu Daha Tijjani Abdurrahaman The behavior response of the Nigerian youths toward mobile advertising: An examination of the influence of values, attitudes and culture
description	Mobile phone has become an integral tool for marketing and advertising. For advertisers to use it successfully to advertise they need to understand the behavior response of consumers toward it. Sequel to the above, the objective of this study is to examine the direct impact of mobile advertising value and attitude on the behavior response of Nigerian youths to mobile advertising. Equally, the study will also ascertain the moderating effects of culture on the relationships of value, attitude, and behavior response of Nigerian youth to mobile advertising. The study is an explanatory research and adopted the quantitative approach of data collection and analysis. Primary data from 296 Nigerian youths in selected tertiary institutions were analyzed using Smart PLS 3. Findings showed that both mobile advertising value and attitude toward mobile advertising have significant impacts on the behavior response of Nigerian youths to mobile advertising. Regarding, the moderating effect, culture moderated between attitude and behavior response, however it did not moderate between mobile advertising value and behavior response toward mobile advertising. A managerial implication from this is that advertisers should send valuable mobile advertising messages which are rich in cultural elements. That will help in eliciting favorable responses from the consumers toward it which can eventually translate to increment in product purchase thereby leading to adequate return on investment.
format	article
author	Akeem Soladoye Bakare Acheampong Owusu Daha Tijjani Abdurrahaman
author_facet	Akeem Soladoye Bakare Acheampong Owusu Daha Tijjani Abdurrahaman
author_sort	Akeem Soladoye Bakare
title	The behavior response of the Nigerian youths toward mobile advertising: An examination of the influence of values, attitudes and culture
title_short	The behavior response of the Nigerian youths toward mobile advertising: An examination of the influence of values, attitudes and culture
title_full	The behavior response of the Nigerian youths toward mobile advertising: An examination of the influence of values, attitudes and culture
title_fullStr	The behavior response of the Nigerian youths toward mobile advertising: An examination of the influence of values, attitudes and culture
title_full_unstemmed	The behavior response of the Nigerian youths toward mobile advertising: An examination of the influence of values, attitudes and culture
title_sort	behavior response of the nigerian youths toward mobile advertising: an examination of the influence of values, attitudes and culture
publisher	Taylor & Francis Group
publishDate	2017
url	https://doaj.org/article/d4e59b6b94a7411fb6d3c8d8665667ba
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The behavior response of the Nigerian youths toward mobile advertising: An examination of the influence of values, attitudes and culture

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