Impact of Mobile Ad Wearout on Consumer Irritation, Perceived Intrusiveness, Engagement, and Loyalty

Abstract

Mobile and smart devices provide a platform for firms/brands to communicate directly with past, present, or potential consumers (via online pop-ups, sponsored ads, ads on social media messengers, timelines, walls, etc.). Existing research on human-mobile interaction and end-user mobile management only highlights the positive fronts of repetitive exposures to mobile ads, ignoring the negative. The present study examines the effects of mobile ad wearout on irritation, intrusiveness, engagement, and loyalty via social media outlets. Survey data were solicited from consumers in Jordan, and the partial least squares structural equation modeling (PLS-SEM) technique was applied. Results show that mobile ad wearout is a strong determinant for increased consumer irritation and perceived intrusiveness. Intrusiveness resulted in lower levels of consumer engagement and higher levels of consumer loyalty. Irritation resulted in lower levels of consumer engagement; no changes were observed in consumer loyalty. This study shows managers how mobile ad wearout causes irritation and intrusiveness, which diminishes consumer engagement and loyalty. In essence, managers can gain insights on the positive and negative outcomes of mobile ad wearout. Implications for theory and practice are discussed.