Perceived Advertising Value, Trustworthiness, and Emotional Appeal in Shaping Youth Attitudes toward Mobile Advertising
List of Authors
Loo Thin Tuck, Nor Fairuz Syazana Nor Fauzi
Keyword
Mobile Advertising; Perceived Advertising Value; Emotional Appeal; Ad Trustworthiness; Youth Attitudes
Abstract
The primary aim of the study is to explore the effects of advertising value, ad trustworthiness, and emotional appeal on the mobile advertisement attitudes of young people with the mediating role of advertising value. In accordance with the persuasion theories, this study is constructed as a survey which collects quantitative data via the analysis of 480 teenagers' reports about their mobile phone use. The structural equation modelling method is employed to verify both direct and indirect relationships between the constructs. The outcomes display that emotional appeal and ad trustworthiness are the two major factors that increase perceived advertising value, which in turn, is associated with a good attitude towards mobile ads. Emotional appeal thus has a direct impact on attitudes, while trustworthiness is mainly through perceived value. The perceived advertising value is the largest effect of the youth's affirmative response on mobile advertising, that the research has established, and to a complementary extent, the research has provided empirical evidence for the value centric and emotionally resonant advertising strategies in mobile contexts.