Perceived effectiveness of text vs. multimedia Location&\#45;Based Advertising messaging Export

@article{citeulike:5007801, abstract = {The emergence of mobile communication and positioning technologies has presented advertisers and marketers with a radically innovative advertising channel\&\#58; Location\&\#45;Based Advertising \&\#40;LBA\&\#41;. Despite the growing attention given to LBA, little is understood about the differential effects of text and multimedia advertising formats on the mobile consumer perceptions and behaviours. This exploratory study empirically examines the effects of multimedia advertisements vis\&\#45;a\&\#45;vis text\&\#45;based advertisements on consumer perceptions and behaviours in a simulated LBA environment. A structural model was formulated to test their effects on consumer perceptions of entertainment, informativeness and irritation. Results show that multimedia LBA messages lead to more favourable attitude, increase the intention to use the LBA application, and have significant impact on purchase intention. Furthermore, this study indicates the role of multimedia as a double\&\#45;edged sword\&\#58; on the one hand, it suggests that multimedia impose a higher level of irritation; on the other hand, it suggests that multimedia enhance the informativeness and entertainment value of LBA. Implications for theory and practice are discussed.}, address = {Inderscience Publishers, Geneva, SWITZERLAND}, author = {Xu, Heng and Oh, Lih\&\#45;bin and Teo, Hock\&\#45;hai}, citeulike-article-id = {5007801}, citeulike-linkout-0 = {http://portal.acm.org/citation.cfm?id=1482319.1482321}, citeulike-linkout-1 = {http://dx.doi.org/10.1504/IJMC.2009.022440}, doi = {10.1504/IJMC.2009.022440}, issn = {1470-949X}, journal = {Int. J. Mob. Commun.}, keywords = {ads, banner}, number = {2}, pages = {154--177}, posted-at = {2009-06-29 08:11:59}, priority = {2}, publisher = {Inderscience Publishers}, title = {Perceived effectiveness of text vs. multimedia Location\&\#45;Based Advertising messaging}, url = {http://dx.doi.org/10.1504/IJMC.2009.022440}, volume = {7}, year = {2009} }

TY - JOUR ID - citeulike:5007801 L3 - citeulike-article-id:5007801 N2 - The emergence of mobile communication and positioning technologies has presented advertisers and marketers with a radically innovative advertising channel: Location-Based Advertising (LBA). Despite the growing attention given to LBA, little is understood about the differential effects of text and multimedia advertising formats on the mobile consumer perceptions and behaviours. This exploratory study empirically examines the effects of multimedia advertisements vis-a-vis text-based advertisements on consumer perceptions and behaviours in a simulated LBA environment. A structural model was formulated to test their effects on consumer perceptions of entertainment, informativeness and irritation. Results show that multimedia LBA messages lead to more favourable attitude, increase the intention to use the LBA application, and have significant impact on purchase intention. Furthermore, this study indicates the role of multimedia as a double-edged sword: on the one hand, it suggests that multimedia impose a higher level of irritation; on the other hand, it suggests that multimedia enhance the informativeness and entertainment value of LBA. Implications for theory and practice are discussed. IS - 2 JF - Int. J. Mob. Commun. SN - 1470-949X AD - Inderscience Publishers, Geneva, SWITZERLAND EP - 177 TI - Perceived effectiveness of text vs. multimedia Location\&\#45;Based Advertising messaging PB - Inderscience Publishers VL - 7 SP - 154 KW - ads KW - banner AU - Xu, Heng AU - Oh, Lih\&\#45;bin AU - Teo, Hock\&\#45;hai PY - 2009/// UR - http://dx.doi.org/10.1504/IJMC.2009.022440 ER -