The Impact of Positive and Negative Emotions on Attitude toward Mobile-Based Advertising with the Mediating Role of Emotion (Case Study: Telegram Users in Mashhad)

Document Type : Research Paper

Authors

1 Department of Management, Faculty of Management and Accounting, Imamreza International University, Mashhad, Iran.

2 Assistant professor of management department, Faculty of Management and Accounting, Imamreza International University, mashhad, Iran.

10.34785/J018.2020.745

Abstract

The purpose of this study was to investigate the role of positive and negative emotions and feelings in creating attitudes towards mobile advertising among social network users. The role of feeling as an intermediate variable in an emotional-attitude relationship has also been studied. This is an applied research and correlation, scrolling type. A questionnaire was used for gathering data in this research. The statistical population of this study was all users of the Telegram social network in Mashhad. Due to having the mobile numbers with prefix 915, an e-mail questionnaire was sent to about 4000 users randomly. Finally, 402 questionnaires were analyzed as a statistical sample. The reliability of the questionnaire was assessed by Cronbach's alpha Results were found to be higher than 0.7 for all variables and its validity was assessed by structural analysis. Data analysis was also performed by structural equation modeling by Smart PLS software. Based on the results, the effect of positive emotions and feelings on the attitude toward accepting mobile-based ads was significant. It was also found that the direct effect of positive emotions on attitude is more than other variables. However, the effect of negative emotions on feelings and attitude towards mobile ـ based ads has not been confirmed. In this research, the effect of attitude on the intention to accept was positively evaluated.

Keywords

References

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Consumer Behavior Studies Journal
Volume 7, Issue 2
October 2020
Pages 216-234

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