SMARTPHONES ADVERTISING: EXAMINING THE ROLE OF ADVERTISING VALUE AND FLOW EXPERIENCE ON CONSUMER PURCHASE INTENTION

Shumaila Kashif; Abeera Qazi

doi:10.58921/jossams.03.02.075

Shumaila Kashif SZABIST Karachi
Abeera Qazi Digitz Pvt. Ltd. Karachi

DOI: https://doi.org/10.58921/jossams.03.02.075

Keywords: Smartphone Advertising, Purchase Intention, Advertising Value, Flow Experience

Abstract

Rapidly changing the world of media has evolved the communication strategies for brands. They now revolve around when, where, and whatever methods or devise consumers used. Digital technologies and smartphone devices form a distant link of one-on-one connection to influence consumers and increasingly being considered a potent medium of communication. According to Statista 2019, smartphone penetration as share of relationships in Pakistan will reach 51% by 2020. With the growing smartphone market, new opportunities are possible for marketers. These smartphones can be used as a medium of contact with potential customers. This study aims to find out what are the factors that make the smartphone advertising persuasive to influence customer purchase intention. In particular, it will examine the role of advertising value and flow experience on purchase intentions. Theoretical underpins of this research are built on the web advertising model of Ducoffe (1995) and the flow experience theory of Csikszentmihaly. Advertising value antecedents (informativeness, irritation, and entertainment) explains what makes an advertisement valuable, whereas flow experience theory addresses the psychological state of an individual. All constructs comprising of 29 items were adopted from literature and were measured using a seven-point Likert scale, for profiling data included gender, age, education, and job. A sample size of 384 respondents was collected through online questionnaire administration via google docs. Data were analyzed through PLS-SEM to examine the causal relationship for the estimation of measurement and structural model. The results of this study revealed that both advertising value and flow experience have a significant impact on purchase intention. The finding of this research will help marketers, brands to develop the type of communication that pays effect over the purchase intention of the potential customer.