Students' intention to use in-app advertisements in Pakistan

With the proliferation of smartphone apps, in-app advertisements (ads) have emerged as an important communication and financial tool. However, there are limited studies conducted in the developing countries on how app features in in-app ads influence students' intention to use in-app ads. There...

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Main Author:	Qureshi, Qasim Ali
Format:	Thesis
Language:	eng eng
Published:	2022
Subjects:	T58.5-58.64 Information technology
Online Access:	https://etd.uum.edu.my/10967/1/Depositpermission_s902264.pdf https://etd.uum.edu.my/10967/2/s902264_01.pdf
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id	my-uum-etd.10967
record_format	uketd_dc
spelling	my-uum-etd.109672024-02-12T02:12:44Z Students' intention to use in-app advertisements in Pakistan 2022 Qureshi, Qasim Ali Mohd Noor, Nor Azila Hassan, Shahizan Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business T58.5-58.64 Information technology With the proliferation of smartphone apps, in-app advertisements (ads) have emerged as an important communication and financial tool. However, there are limited studies conducted in the developing countries on how app features in in-app ads influence students' intention to use in-app ads. Therefore, this research aims to examine the influence of perceived collaboration, perceived usefulness, and perceived financial benefits on students' intention to use in-app ads. The mediating roles of attitude and perceived usefulness and the moderating role of self-efficacy were also examined. The underpinning theory used in this study was the Technology Acceptance Model (TAM). Data were collected using the proportional stratified sampling technique among students from selected public universities in Pakistan. An online questionnaire was used for this purpose. Responses from 400 respondents were analyzed using the partial least squares-structural equation modelling (PLS-SEM) approach. The results revealed that the most significant factor influencing students' intentions to use in-app ads was their attitude. Other contributing factors were perceived financial benefits, perceived collaboration, and perceived usefulness. Apart from that, attitude and perceived usefulness showed mediation effects, while self-efficacy demonstrated no moderating effect. The findings conclude that advertisers should effectively use app features and consider the target market's attitude in order to influence their intention to use in-app ads. Advertisers and in-app service providers should collaborate and provide financial benefits to customers for increased business activity. This research has extended the findings on in-app ads from a developing country's perspective. The suggestions for future research are also discussed. 2022 Thesis https://etd.uum.edu.my/10967/ https://etd.uum.edu.my/10967/1/Depositpermission_s902264.pdf text eng staffonly https://etd.uum.edu.my/10967/2/s902264_01.pdf text eng public other doctoral Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Mohd Noor, Nor Azila Hassan, Shahizan
topic	T58.5-58.64 Information technology
spellingShingle	T58.5-58.64 Information technology Qureshi, Qasim Ali Students' intention to use in-app advertisements in Pakistan
description	With the proliferation of smartphone apps, in-app advertisements (ads) have emerged as an important communication and financial tool. However, there are limited studies conducted in the developing countries on how app features in in-app ads influence students' intention to use in-app ads. Therefore, this research aims to examine the influence of perceived collaboration, perceived usefulness, and perceived financial benefits on students' intention to use in-app ads. The mediating roles of attitude and perceived usefulness and the moderating role of self-efficacy were also examined. The underpinning theory used in this study was the Technology Acceptance Model (TAM). Data were collected using the proportional stratified sampling technique among students from selected public universities in Pakistan. An online questionnaire was used for this purpose. Responses from 400 respondents were analyzed using the partial least squares-structural equation modelling (PLS-SEM) approach. The results revealed that the most significant factor influencing students' intentions to use in-app ads was their attitude. Other contributing factors were perceived financial benefits, perceived collaboration, and perceived usefulness. Apart from that, attitude and perceived usefulness showed mediation effects, while self-efficacy demonstrated no moderating effect. The findings conclude that advertisers should effectively use app features and consider the target market's attitude in order to influence their intention to use in-app ads. Advertisers and in-app service providers should collaborate and provide financial benefits to customers for increased business activity. This research has extended the findings on in-app ads from a developing country's perspective. The suggestions for future research are also discussed.
format	Thesis
qualification_name	other
qualification_level	Doctorate
author	Qureshi, Qasim Ali
author_facet	Qureshi, Qasim Ali
author_sort	Qureshi, Qasim Ali
title	Students' intention to use in-app advertisements in Pakistan
title_short	Students' intention to use in-app advertisements in Pakistan
title_full	Students' intention to use in-app advertisements in Pakistan
title_fullStr	Students' intention to use in-app advertisements in Pakistan
title_full_unstemmed	Students' intention to use in-app advertisements in Pakistan
title_sort	students' intention to use in-app advertisements in pakistan
granting_institution	Universiti Utara Malaysia
granting_department	Othman Yeop Abdullah Graduate School of Business
publishDate	2022
url	https://etd.uum.edu.my/10967/1/Depositpermission_s902264.pdf https://etd.uum.edu.my/10967/2/s902264_01.pdf
_version_	1794023799410130944

Students' intention to use in-app advertisements in Pakistan

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