Antecedents of Attitude towards In-app Mobile Advertising: Role of Permission in Mitigating Privacy Concerns
Keywords:
In-app Mobile Advertising, Advertising Utility, Irritation, Trust, Privacy Concerns, AttitudeAbstract
Mobile users today are much more aware of third-party tracking activities resulting in highly targeted advertising. Companies need to consider whether there is a notable evolution in consumer behavior towards mobile advertising due to heightened privacy concerns. Subsequently, almost 10 million Pakistani smartphone users have installed ad-blocking browsers on their smartphones. This research study aims to tackle this issue of ad avoidance by looking into the factors that may improve user attitudes towards in-app ads and result in greater ad acceptance. This study explores attitudes towards in-app mobile advertising in terms of perceptions regarding advertising utility, irritation, trust, and privacy concerns and explores the role of permission in mitigating privacy concerns. The structural equation modeling was adopted using AMOS v-22, using cross-sectional data from a sample of 684 individuals. The findings of the study offer guidance to app developers and advertising professionals in designing and directing advertising content more effectively and ensuring excellent ad-click rates. The study also provides some insight into understanding the ad-avoidance behavior prevailing in Pakistan and how marketers can redesign their marketing approach and techniques to control it.
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