الريادة لاقتصاديات الأعمال
Volume 12, Numéro 1, Pages 514-527
2026-01-21

Attitude Toward In-app Mobile Advertising And Its Effect On Customers’ Purchase Intention (case Of Ooredoo)



Authors : Ait Elhadj Ibrahim . Boukedroun Youcef .

Abstract

In-app Mobile Advertising is considered one of the latest marketing methods, and with the widespread use of mobile phones in Algeria, companies have adopted it to market their products, including the telecommunications company Ooredoo. Therefore, this research aims to identify the impact of mobile phone application advertising on consumers' attitudes and purchasing intentions. An 18-question questionnaire was designed and distributed to mobile phone users, yielding 203 valid questionnaires for the study. The statistical analysis was carried out using exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) in SPSS 26 and AMOS 24. To verify the hypotheses, structural equation modeling (SEM) was used in AMOS 24. The results showed that informatics, credibility, and entertainment affect consumers' attitudes, whereas annoyance does not. Consumers' positive attitudes towards advertising via mobile applications also enhance their intention to purchase.

Keywords

In-app Mobile Advertising ; Customer attitude ; Purchase Intention ; Ooredoo

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