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Abstract. The article aims to explore factors that influence respondents'
intentions to accept and use mobile advertising by proposing an extension of the Unified Theory of Acceptance and Use of Technology (UTAUT)
with perceived enjoyment, perceived irritation, and personalisation. To
identify the factors affecting the acceptability of mobile advertising, the
intentions and behaviours of respondents regarding mobile advertising are
reviewed. The study was conducted in Pakistan by using online survey.
Partial Least Squares Structural Equation Modelling (PLS-SEM) was applied to examine the sample size of 446 respondents. The findings revealed
certain crucial factors (such as effort expectancy, performance expectancy,
perceived enjoyment, perceived irritation, and personalisation) that can
affect respondents' intentions to accept mobile advertising. Also revealed
was the relationship between respondents' intentions to accept and use
behaviour regarding mobile advertising. It is established that respondents
expect more personalised promotional messages to be shown to them in
line with their needs and preferences. Here, advertisers must pay attention
to the contextual relevance of the ads while noting the element of irritation
that can be felt among consumers, as such ads create negative attitudes
and intentions towards mobile advertising.
Keywords: mobile advertising, consumer intentions, use behaviour, unified theory of acceptance and use of technology (UTAUT), Partial Least
Squares Structural Equation Modelling (PLS-SEM), Pakistan.