Mobil Uygulama Reklam Türlerinin Reklama Yönelik Tutum ve Reklam Kabulüne Etkisi
The Effects of In-App Mobile Ads Types on The Attitude Towards and Acceptance of Ads

Summary/Abstract: The widespread use of smartphones has increased the level of usage of in-app mobile ads. In order to use in-app mobile ads effectively, it is important to identify the consumers’ attitudes towards in-app ads, the value they perceive in-app ads and the factors that might affect the level of acceptance of the in-app mobile ads. This study tests the factors affecting mobile advertising acceptance for three different mobile advertising types. Therefore, the purpose of this study is to determine the effects of the in-app mobile ads on the attitude toward in-app mobile ads, the value they perceive, and acceptance of in-app mobile ads. The data were collected from the 550 smartphone users living in Ankara by using convenience sampling and face-to-face survey method. Hierarchical regression analysis was used to test the relations among variables. Analysis results revealed that the attitude towards and value perceived from in-app mobile advertisements have positive effects on the acceptance of in-app mobile advertising. Besides, analysis results revealed that interactivity, entertainment, and reliability are the most effective factors on the attitude and the most effective factor on the perceived value is the attitude. Moreover, analysis results indicated that for the banner ads the attitude has the highest impact on the perceived value. Finally, it is found that perceived ads value has the highest impact on the acceptance of in-app mobile advertising for the interactive transition (video) ads.

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