Predictors of Attitudinal and Behavioral Outcomes in Mobile Advertising: A Field Experiment

The study examines consumer responses to SMS-based mobile advertising campaigns using a field experiment with actual behavioral responses. Specifically, the effects of message characteristics (i.e., incentives and prior permission) and individual differences of message recipients (i.e., content involvement, prior experience with the mobile medium, and medium-fit perceptions) on the attitudinal and behavioral outcomes of such campaigns are investigated. Perceived intrusiveness of the message and attitude toward the campaign are conceptualized as key attitudinal reactions triggered by a mobile advertising message, which in turn influence the behavioral responses generated by the campaign. Findings suggest that, in comparison to permission and incentive, individual differences are stronger determinants of responses to mobile advertising campaigns. Additionally, intriguing insights with respect to the effectiveness of different types of incentives are provided. ⺠Individual differences exert stronger effects compared to permission and incentive. ⺠Offering small-definite wins is more effective than large-probabilistic wins. ⺠Message relevance improves response rates and facilitates the viral impact. ⺠Perceived brand-medium fit is the strongest predictor of perceived intrusiveness. ⺠Increased experience with the mobile medium is predictive on the response rate.