IDEAS home Printed from https://ideas.repec.org/a/ids/ijimad/v22y2025i2p127-161.html
   My bibliography  Save this article

A framework for mobile social networks advertising effectiveness attributes and its effects on the behavioural intentions of North African cyberconsumers

Author

Listed:
  • Nesrine Mzid
  • Amel Chaabouni

Abstract

This research aims to study the main attributes that predict advertising effectiveness via the mobile social network services (SNS) and their relationship with the advertising effectiveness which influences cyberconsumers' purchase intentions. A quantitative study was conducted on a sample of 430 Tunisian cyberconsumers (North Africa) who frequently use their mobile phones. Particularly, the theory of uses and gratifications adapted in the context of this research is used to analyse the reactions of online consumers to the use of social media. The method of structural equations based on the AMOS approach was deployed for data analysis. The results reveal a positive effect of content relevance, mobile convenience, perceived control, context relevance, personal profile convenience and social influence on effectiveness of mobile advertising via social networks services. In other words, this research provides the necessary steps for creating effective advertising messages with the aim of obtaining positive reactions to mobile advertising.

Suggested Citation

  • Nesrine Mzid & Amel Chaabouni, 2025. "A framework for mobile social networks advertising effectiveness attributes and its effects on the behavioural intentions of North African cyberconsumers," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 22(2), pages 127-161.
    • Handle: RePEc:ids:ijimad:v:22:y:2025:i:2:p:127-161
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=145048
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijimad:v:22:y:2025:i:2:p:127-161. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=84 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.