Can smartphones be specialists? Effects of specialization in mobile advertising

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journal

17 Scopus Citations
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Author(s)

Detail(s)

Original languageEnglish
Pages (from-to)640-647
Journal / PublicationTelematics and Informatics
Volume31
Issue number4
Publication statusPublished - Nov 2014
Externally publishedYes

Abstract

Based on the Computers Are Social Actors (CASA) paradigm, this study extends the expectations regarding the superiority of specialists over generalists to mobile technology by examining whether the specialization of a hardware agent (i.e., a smartphone) and a software agent (i.e., an application) has psychological effects on smartphone users who are exposed to mobile advertisements. Results from a between-subjects experiment (N = 80) show that specialist smartphones and applications induce greater trust in advertisements and an increased purchase intention toward the advertised products than generalist smartphones and applications. In addition, the effects of specialization on purchase intention are mediated by trust in advertisements. Theoretical and practical implications of these findings are discussed. © 2014 Elsevier Ltd. All rights reserved.

Research Area(s)

  • Categorization theory, Computers Are Social Actors (CASA), Mobile advertising, Specialization