Adsense Mobile dan Respon Pengguna Smartphone: Intrusiveness dan Irritation
Article Sidebar
Main Article Content
Abstract
The increasing use of smartphones and the advent of Adsense Mobile Service (Admob) to deliver the marketing message has not been followed by empirical evidence of their effectiveness. This research aims to test the influence of smartphone users against Adsense Mobile (Admob) intrusiveness toward consumer irritation, the attitude on advertising, consumer attitudes towards products that are presented, and consumer purchasing intentions against ads that appear on a smartphone. Testing the effectiveness of service Adsense Mobile (Admob) is based on the phenomenon of the increasing use of smartphones to deliver marketing messages on consumers in a different demographic. Preliminary research framework built upon Advertising Avoidance Theory. For data collection, self-administered survey conducted by applying the purposive sampling and involving 70 respondents who are domiciled in Aceh and never play a smartphone application. The results showed that more consumers feel that ads appearing on Smartphones, Adsense Mobile (Admob) interfere with their comfort (intrusive) and the higher feelings of anger (irritation) that form on smartphone users or application. The influential consumer negative feelings of anger in the formation of attitude on Adsense Mobile (Admob) and stance on the product being advertised. The better the attitude on Adsense Mobile (Admob) effect on the increasingly positive attitude of consumers to the product being advertised. So did the increasingly positive attitude of smartphone users on the product appeared, the more positive the user's intention also to buy the product being advertised. Interestingly, the attitude on the Adsense Mobile Smartphones (Admob) has no effect against the intention to buy. The results of this study contribute to marketing practitioners who use Adsense Mobile Service (Admob) as media placement in their advertising strategies.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
An author  who publishes in the  Jurnal Manajemen Teknologi agrees to the following terms:
- Author retains the  copyright and grants the journal the right of first publication of  the work simultaneously licensed under the Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Author is  able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book)with the  acknowledgement of its initial publication in this journal.
- Author is  permitted and encouraged to post his/her  work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of the published work (See The Effect of Open Access).
Jurnal Ekonomi Manajemen Teknologi (EMT) KITA by http://journal.lembagakita.org/index.php/emt/index is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Aitken, R., Gray, B., and Lawson, R. (2008). Advertising effectiveness from a consumer perspective. Int. J. Advert. 2, 279–297.
Bart, Y., Stephen, A. T., & Sarvary, M. (2014). Which products are best suited to smartphone advertising? A field study of smartphone display advertising effects on consumer attitudes and intentions. Journal of Marketing Research, 51(3), 270-285.
Billore, A. (2015). Consumers' attitude towards permission-based smartphone advertising. Pragyaan: Journal of Management, 13(7), 7-11.
Bittner, J. V., & Zondervan, R. (2015). Motivating and achievement-eliciting pop-ups in online environments: A user experience perspective. Computers in Human Behavior, 50, 449-455.
Chutijirawong, N., & Kanawattanachai, P. (2014). The role and impact of context– driven personalisation technology on customer acceptance of advertising via short message service (SMS). International Journal of Smartphone Communications, 12(6), 578-602.
Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for Business Research, 295(2), 295-336.
Ching, R. K., Tong, P., Chen, J. S., & Chen, H. Y. (2013). Narrative online advertising: identification and its effects on attitude toward a product. Internet Research, 23(4), 414-438.
Drengner, J., Gaus, H., & Jahn, S. (2008). Does flow influence the brand image in event marketing?. Journal of Advertising Research, 48(1), 138-147.
Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21-21.
Drossos, D. A., Giaglis, G. M., Vlachos, P. A., Zamani, E. D., and Lekakos, G. (2013). Consumer responses to SMS advertising: antecedents and consequences. Int. J. Electronic Commer. 18, 105–136.
Fornell, C., & Cha, J. (1994). Partial least squares. Advanced Methods of Marketing Research, 407(3), 52-78.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with u n o b servable variables and measurement error. Journal of Marketing Research, 39-50.
Fransen, M. L., Verlegh, P. W., Kirmani, A., & Smit, E. G. (2015). A typology of consumer strategies for resisting advertising, and a review of mechanisms for countering them. International Journal of Advertising, 34(1), 6-16.
Goodrich, K., Schiller, S. Z., & Galletta, D. (2015) . Consumer reactions to i n t r u s iveness of online - video advertisements. Journal of Advertising Research, 55(1), 37-50.
Hongyan, L., & Zhankui, C. (2017). Effects of Mobile Text Advertising on Consumer Purchase Intention: A Moderated Mediation Analysis. Frontiers in psychology, 8, 1022.
Ho, J. Y., & Dempsey, M. (2010). Viral marketing: Motivations to forward online content. Journal of Business Research, 63(9), 1000-1006.
Huang, J., Su, S., Zhou, L., & Liu, X. (2013). Attitude toward the viral ad: expanding traditional advertising models to interactive advertising. Journal of Interactive Marketing, 27(1), 36-46.
Kim, H., Chan, H. C., and Gupta, S. (2007). Value-based Adoption of Mobile internet: an empirical investigation. Decision Support Syst. 43, 111–126.
Huh, J., Suzuki-Lambrecht, Y., Lueck, J., & Gross, M. (2015). Presentation matters: comparison of cognitive effects of DTC prescription drug Adsense Mobile (Admob) , websites, and print Ads. Journal of Advertising, 44(4), 360-374.
Jung, J., Shim, S. W., Jin, H. S., & Khang, H. (2015). Factors affecting attitudes and behavioural intention towards social networking advertising: a case of Facebook users in South Korea. International Journal of Advertising, 1-18.
Kang, S. (2014). Factors influencing intention of mobile application use. Int. J. Mobile Commun. 12, 360–379.
Kim, Y. J., & Han, J. (2014). Why smartphone advertising attracts customers: A model of Web advertising, f l ow, and personalization. Computers in Human Behavior, 33, 256-269.
Lee, Y. J., Haley, E., & Yang, K. (2013). The mediating role of attitude towards values advocacy ads in evaluating issue support behaviour and purchase intention. International Journal of Advertising, 32(2), 233-253.
Lee, E., Kim, Y. J., Lim, Y. S., & Kim, M. (2015). Trait reactance moderates facebook users' irritation with brand communication. Social Behavior and Personality: An International Journal, 43(5), 829-844.
Li, C. Y. (2013). Persuasive messages on information system acceptance: A theoretical extension of Elaboration Likelihood Model and Social Influence Theory. Computers in Human Behavior, 29(1), 264-275.
Li, H., Edwards, S. M., & Lee, J. H. (2002). Measuring the intr usiveness of advertisements: Scale development and validation. Journal of Advertising, 31(2), 37-47.
Milne, G. R., and Gordon, M. E. (1993). Direct mail privacy-efficiency trade-offs within an implied social contract framework. J. Public Policy Market. 12, 206–215.
Muk, A., and Chung, C. (2015). Applying the technology acceptance model in a two-country study of SMS advertising. J. Bus. Res. 68, 1–6.
Ling, K. C., Piew, T. H., & Chai, L. T. (2010). The determinants of consumers' attitude towards advertising. Canadian Social Science, 6(4), 114-126.
Liu, C. L. E., Sinkovics, R. R., Pezderka, N., and Haghirian, P. (2012). Determinants of consumer perceptions toward mobile advertising a comparison between Japan and Austria. J. Interact. Market. 26, 21–32.
Logan, K. (2013). And now a word from our sponsor: Do consumers perceive advertising on traditional television and online streaming video differently? Journal of Marketing Communications, 19(4), 258-276.
Morimoto, M., & Chang, S. (2006). Consumers' attitudes toward unsolicited commercial e-mail and postal direct mail marketing methods: intrusiveness, perceived loss of control, and irritation. Journal of Interactive Advertising, 7(1), 1-11.
Muzellec, L., Kanitz, C., & Lynn, T. (2013). Fancy a coffee with friends in 'Central Perk'? Reverse product placement, fictional brands and purchase intention. International Journal of Advertising, 32(3), 399-417.
Netemeyer, R. G., Johnston, M. W., & Burton, S. (1990). Analysis of role conflict and role ambiguity in a structural equations framework. Journal of Applied Psychology, 75(2), 148.
Park, E., & Ohm, J. (2014). The impacts of media type, placement and exposure type on attitudes towards advertisements on smartphone devices. International Journal of Smartphone Communications, 12(2), 160-176.
Rasty, F., Chou, C. J., & Feiz, D. (2013). The impact of internet travel advertising design, tourists' attitude, and internet travel advertising effect on tourists' purchase intention: the moderating role of involvement. Journal of Travel & Tourism Marketing, 30(5), 482-496.
Rau, P. L. P., Zhou, J., Chen, D., & Lu, T. P.
(2014). The influence of repetition and time pressure on effectiveness of smartphone advertising messages. Telematics and Informatics, 31(3), 463-476.
Robins, F. (2003). The Marketing of 3G. Market. Intelligence Plan. 6, 370–378.
Shin, W., & Lin, T. T. C. (2016). Who avoids location-based advertising and why? Investigating the relationship between user perceptions and Advertising Avoidance. Computers in Human Behavior, 63, 444-452.
Kusumasondjaja, S.,. (2017). Respon Konsumen pada Mobile Adsense mobile: Intrusiveness dan Irritation.
Tsang, M. M., Ho, S. C., and Liang, T. P. (2004). Consumer attitudes toward mobile. International advertising: an empirical study. J. Electron. Commerce 8, 65–78
Vallina-Rodriguez, N., Shah, J., Finamore, A., Grunenberger, Y., Papagiannaki, K., Haddadi, H., & Crowcroft, J. (2012, November). Breaking for commercials: characterizing Mobile advertising. In Proceedings of the 2012 ACM conference on Internet measurement conference (pp. 343-356). ACM.
Van Reijmersdal, E. A., Rozendaal, E., & Buijzen, M. (2012). Effects of prominence, i nvolvement, and persuasion knowledge on children's cognitive and affective responses to Adsense Mobile (Admob) . Journal of Interactive Marketing, 26(1), 33-42.
Wise, K., Bolls, P. D., Kim, H., Venkataraman, A., & Meyer, R. (2008). Enjoyment of Adsense Mobile (Admob) and brand attitudes: The impact of thematic relevance. Journal of Interactive Advertising, 9(1), 27-36.