Hanene Hammami and Afef Sahli
This study aims to contribute to a better understanding of the intrusive nature of mobile advertising and its implications for consumer behavior. The research focuses on investigating the consequences of mobile advertising intrusion and its impact on consumer perceptions and purchase intentions. A conceptual model is proposed based on a thorough review of the literature, and empirical data is collected from a sample of 120 Tunisian students. The study begins by examining the concept of commercial intrusion in video games, and subsequently explores the consequences of advertising intrusion. To quantify the impact of this intrusion, the study adopts a quantitative methodology and analyzes the relationships between perceived advertising intrusion, attitudes, and behavioral intentions. The findings reveal that mobile advertising has a negative impact on individuals' perceptions towards advertisements. Consumers who receive mobile advertising without their permission exhibit a decrease in their purchase intent. This suggests that intrusive advertising practices have a detrimental effect on consumer attitudes and subsequent purchase decisions. Furthermore, the study highlights the need to consider various moderating variables, such as age and gender, in the examination of advertising intrusion effects. Future research avenues may explore the role of other consequences resulting from the intrusive nature of mobile advertising, including political conceptions of private life and social conceptions of intimacy. These avenues could be tested within a mobile setting to provide further insights into the impact of advertising intrusion on different aspects of consumers' lives. The implications of this research are relevant for both academics and practitioners. It sheds light on the importance of ethical advertising practices, emphasizing the negative consequences associated with intrusive mobile advertising. Advertisers and marketers should consider the potential backlash and negative consumer perceptions that can arise from intrusive advertising tactics. By understanding the implications of advertising intrusion, practitioners can design more effective and consumer-friendly mobile advertising strategies. In conclusion, this study contributes to the literature by examining the consequences of mobile advertising intrusion on consumer perceptions and purchase intentions. The findings suggest that intrusive advertising negatively affects individuals' attitudes towards advertisements and reduces their purchase intent. Future research should further explore the complex relationships between advertising intrusion, consumer attitudes, and various moderating variables. Ultimately, this knowledge can assist advertisers in developing more targeted and less intrusive mobile advertising campaigns.