The Antecedents of Word-of-Mouth Attitude in Mobile Advertising: An Experimental Study

The word-of-mouth attitude (WOM) as a powerful non-commercial marketing tool has aroused worldwide interest among scholars. The study aims to discover the potential impact of perceived value of mobile advertising in WOM. A survey method with a structured questionnaire was used for data collection including 415 valid respondents. The model was tested for reliability and validity by confirmatory factor analysis. Structural equation model has been used to determine the contribution of factors to WOM attitude. The results reveal that the perceived value has a significant positive effect on the consumer?s WOM attitude in the context of mobile advertising. Informativeness, credibility, and entertainment are prerequisites of perceived value in advertising. In addition, we have measured credibility based on informativeness, non-irritativeness, and entertaining value of advertisement. The research findings provide useful managerial implications for marketers, advertisers, and practitioners in designing their successful advertising plans and business strategies.