Introduction

Sustainable consumption (SC) and production (SP) are essential conditions for sustainable development (Akturan & Tezcan, 2012) and the SC can be viewed as satisfying consumer needs while reducing negative sustainability impacts(Cooper, 2013). One way to promote sustainability, from the business field, is to design advertising that promotes an ecological lifestyle for consumers (Lin, 2013), regardless of the product and/or services (Lin, 2013). For this, the media have critical functions in advertising the sale of products and marketing in different markets. To do this, they have made use of advertising media such as magazines, newspapers, television, broadcasts, networks and mobile communications (Lin, 2013).

Over the past decade, information technology has been one of the areas that impacted on the industry. Moreover, reaping the benefits of electronic commerce has increased due to undeniable function of modern communication and information technologies in changing business patterns (Akturan & Tezcan, 2012). As a result, industry has been capable of providing customers with a variety of products and services (Koksal, 2016). Also, companies have been persistently investing many resources to perform new information technology to achieve competitive advantages during the past decades (Oliveira et al., 2014). Among new technologies, mobile advertising is known as one of the most important innovative instruments in chain store system.(Lin, 2013). Hence, sending advertisement by using smartphone is the most effective way for enterprises to send text messages to their audiences (Kim & Jun, 2016).

Customers are attracted to enterprises because of advertisement and financial advantages(Ahmed et al., 2019). Nowadays, communication concepts, competition and customer orientation are integrated and companies often enjoy advertisement as a means to introduce new products and services (Eisend et al., 2019). So, advertisement as a marketing element serves an important function to maintain organizations by presenting and introducing products and services (Karlsson, 2007). Advertising aims to attract individuals’ attention and provide information(De Mooij, 2019). Consequently, advertisement strategies must improve with the changes in modern lifestyle of consumers(Hollnagel, 2018).

Technology development and the increasing number of smartphone users have provided a new channel for mobile advertisement (Sinkovics et al., 2012). Since new smartphone operators showed up, their users outnumbered the fixed-line users and subsequently, smartphone can turn to a perfect network of marketing for marketers and advertisers(Sharma et al., 2008), because smartphones facilitate advertising by a set of technologies. Moreover, mobile advertising can target advertisement receivers considering time and address(Hui et al., 2013). Nonetheless, some studies in 1960 presented the opposite results showing that consumers’ attitudes towards advertisements are generally negative.

They also indicated that advertisements at their first stage of formation had a positive impact on consumers’ attitudes but gradually lost their confidence among consumers and subsequently, consumers’ attitudes towards advertisements turned negative. The main problem is that many companies send bulk text messages for advertising without observing personal information, time and address of the audiences due to the low price of SMS in comparison with other advertising methods. As a result, many people get annoyed due to irresponsible use of this device so that it blemishes the image of that organization in customer’s mind and a great deal of capital may be wasted(Lilleker, 2020).

Besides, the level of advertising effectiveness on customers depends significantly on customers’ attitudes to advertisement because it is believed that a firm attitude towards advertisement affects the consumers’ behavior(Kimmel, 2018). In fact, mobile advertising helps retailers, service providers and producers identify extensively the customers suggestions(Grewal et al., 2016). A common reason for this exceptional progress is related to using smartphones broadly. Smartphones are considered to be important as very personal communication devices(Bacile et al., 2014). Technology development and increasing number of smartphone users have provided a new channel for advertising (Sinkovics et al., 2012).

In addition to their advantages such as facilitating interpersonal communication, smartphones provide security, identity and arrangement as they’re always portable and available everywhere, increasing function of smartphones in consumers everyday life especially for young audiences is also evident (Yang & Zhou, 2011). As sending advertising SMS in chain store system is widespread, it seems necessary to consider factors influencing the consumers’ attitude to this kind of advertising because improper use of that can make a destructive impact on customer’s mind and finally reduce the effectiveness of advertisement. Nonetheless, it is necessary for marketers to increasingly take advantage of smartphones in society and use it as a communication medium.

In order for advertising to be done scientifically, the attitude of Iranian society towards this new phenomenon needs to be clarified, and, secondly, important and influential factors that cause the effectiveness of SMS advertising must be identified.  The results of this research can be used by chain store to increase the effectiveness of mobile advertising. Now that chain store in Iran are paying more and more attention to mobile advertising, conducting this research is necessary to increase the effectiveness of mobile advertising. Since too little work has been done in the area of smartphone advertising acceptance, in the present study researchers investigated the factors influencing the acceptance without considering the process of acceptance. Therefore, the current paper has investigated the impact of marketing communications on customers' attitudes towards mobile advertising with the mediate of motivation. So far, there is no research that in this field, so this research is considered innovative.

Theoretical Literature

Human societies are made up of organisations with various objectives and duties. The most important thing in order to achieve effective goals is to adapt to the dynamic environment(Salamzadeh et al., 2022). It is known that the rapidly changing environment is one of the biggest challenges for companies to manage their resources in a more sustainable way, and the ever increasing competition has forced them to work on constant innovation to be successful and aim at contributing to sustainable development, because organisations do not live in the gap(Tajpour et al., 2022). They work in an environment where their behaviour and structure are made to handle constant dynamism. Moreover, there are opportunities in the environment and organisations can explore them through pioneering ideas(Hosseini et al., 2022).

People’s beliefs and opinions play a key role in achieving these opportunities( Nikraftar & Hosseini, 2017). Therefore, organizations always need creativity, innovation and entrepreneurship to adapt with the environment,  survive and get over them(Salamzadeh & Kirby, 2017). Rapid development in mobile communication technology has made smartphone commerce develop as a unique device for organizations and customers(Zhang et al., 2012).  Among the new technologies, mobile advertising is one of the most important innovative devices in chain store system. Researchers state that advertising is an organized and deliberate effort to construct the perceptions, and it makes or manipulates cognition and shapes the behavior to achieve a response that supports the desired goals of the advertiser(Wijaya, 2015).

 Furthermore, advertising is an organized and deliberate effort to shape the comprehension, manipulate perception and align the behavior of audience with the aim of the advertiser(Egan, 2007). By investing in mobile advertising, marketers intend to encourage consumers to choose their brands(Clark et al., 2009). Mobile advertising gradually increases the investment(Chemmanur & Yan, 2019). In fact, the message about products and services can be transferred to smartphone users via mobile advertising(Chen & Hsieh, 2012). Rapid, easy and effective interactions are performed between the company and customers using mobile advertising and personal messages can be transferred to the target audiences without considering the differences in time and address(Ünal et al., 2011).

The intention of advertising messages is determined by three elements: a) advertising with the aim of providing information; informing customers about new services and their advantages, creating a suitable image for the name and trade mark and correcting the wrong images perceived from name and trade mark in the minds of audiences; b) advertising with the aim of encouragement; creating preferences in provided services for the customers, encouraging customers to purchase the desired product instead of buying the competitors’ products, encouraging customers in making immediate decisions to purchase the desired product, encouraging potential customers to consume the products; and c) advertising with the aim of reminding; reminding the customers of the trade name,  reminding the advantages and benefits of the products and services, reminding the advantages the desired product owns in comparison with the others, maintaining the position of name and trade mark in customers mind, reminding the new products presented by the considered company(Ranjbaran, 2014).

Advertising effectiveness is a function that includes its content (message), its performance (how the message is conveyed) and its repetition (how many times the consumer observes the message)(Moorthy & Hawkins, 2005). One aspect that needs to be understood is the trends associated with a more conscious consumer, which points to the need for companies to manage innovative strategies through SDG 12, which aims to change the current model of production and consumption to achieve efficient resource management, putting in place processes to avoid waste, environmentally friendly use of products and reduce waste generation(Mont & Plepys, 2008). Some of these criteria are available to judge advertising effectiveness are recall and recognition of the brand name, awareness, enthusiasm for purchase, attitude towards the advertisement, attitude towards the brand name and purchase intention(Park, 2006).

In the present study, elements including being on time, localization, personalization, customer’s innovation and perceived pleasure as marketing communication factors together with the concept of motivation have been applied to investigate consumers’ attitudes towards advertisements. Among marketing communication factors, being on time refers to the value that consumers achieve by receiving effective and punctual services especially in critical period. By using this concept, marketers can continuously communicate with their customers 24.7. Studies done about mobile advertising show that time is a critical and determining factor. The punctual information increases the advertisements acceptance by consumers(Hourahine & Howard, 2004). In the context of mobile technology, timeliness is defined as consumers’ derived value from efficient and timely service delivery, especially for time-critical services, such as last-minute reservations and limited-time travel offers (Hourahine & Howard, 2004) Consumers derive utilitarian value from efficient and timely service delivery in general(Childers et al., 2001). Moreover, consumers can carry mobile devices anytime and anywhere; thus, marketers can leverage contextual messages to build relationships with consumers 24 hour a day, seven days a week. Mobile technology enables merchandisers to reach consumers whenever and wherever they are ready to buy (Kenny & Marshall, 2000). Marketers can send time-sensitive messages to consumers to elicit timely responses from them. As a result, mobile users can fulfill their consumption goals more economically and save time. Existing studies on Internet advertising show that timing is a key determinant of advertisement effect(Ho et al., 2011). Researchers demonstrate that timely information increases consumers’ acceptance of mobile advertising(Merisavo et al., 2007). Accordingly, the first hypothesis of the research is as follows:

H1a: Being on time significantly affect the customers' attitudes of Chain Stores.

H1b: motivation affects the relationship between Being on time and the customers' attitudes of Chain Stores.

Moreover, Physical spaces and locations shape consumers’ reactions to promotional messages(Dholakia & Dholakia, 2004). Localization means that advertisers offer location-based services or products that are relevant to certain places(Kaasinen, 2003). Localization is a main advantage of mobile over traditional advertisements. Wireless communication technology allows phone service providers to use GPS technology to identify users’ geographical positions, which allows advertisers to send messages according to where the user is located(Feng et al., 2016). Irrelevant advertising information can be reduced by location-sensitive advertising messages. The uniqueness of mobile advertising lies in its potential to target consumers in a specific location(Standing et al., 2008). Accordingly, it is possible to target special customers from special places. For instance, when a customer is passing by a chain store, the advertising SMS will be sent to them and, as a result, this advertising localization, increases the message relevance(Ho et al., 2011). According to this point, the second hypothesis of the research is as follows:

H2c: Localization significantly affect the customers' attitudes of Chain Stores.

H2d: motivation affects the relationship between Localization and the customers' attitudes of Chain Stores.

Another factor of marketing communication is personalization and researchers define it as a degree to which advertising messages reflect preferences, needs, lifestyle, geographical and special specifications of the consumer. The degree of personalization serves as an important function in consumers’ attitude. As smartphones are rarely used by someone except than the real owner, consumers frequently expect personal messages. Marketers can collect consumers’ personal information using their feedback and order the advertising messages according to the consumers’ needs(Salamzadeh et al., 2022).

In fact, consumers usually accept personal advertising messages relevant to themselves(Barnes, 2005). These issues refer to a concept of mobile marketing that is based on obtaining permission from the message recipient(Barnes & Scornavacca, 2004). The concept of "permission marketing" addresses the widespread problem of spam in new media communication by demanding the explicit agreement of the addressee to receive marketing information. This approach thus recognizes that the majority of anonymous mass advertising is despised by consumers leading them to reject the messages(Cengiz & Tetik, 2010). The systematic adaptation of marketing impulses to individual consumer profiles is another fundamental building block of permission marketing. If thoroughly personalized, commercial messages may become perceived as valuable information services as opposed to bothersome "interrupt marketing"(Barnes & Scornavacca, 2004). Such customization helps to reduce the likelihood of a negative reaction(Barnes, 2002). According to this issue, the third hypothesis of the research is as follows:

H3e: Personalization significantly affect the customers' attitudes of Chain Stores.

H3f: motivation affects the relationship between personalization and the customers' attitudes of Chain Stores.

For marketers, an innovative consumer is known to be an important part of the market and the earned income from new products and services accepted by innovative consumers serve an important function for many companies(Standing et al., 2008). Consumer’s modernism is known to be a personal characteristic that reflects tendency to change(Park et al., 2010).  Real modernism or innovative behavior describes a scale of faster acceptance or a degree to which the person purchases or uses the innovation earlier than other customers(Rynarzewska, 2010). Consumer innovativeness refers to the degree to which consumers are receptive to new products, services or practices. It is an important determinant of the speed of the new product adoption process(Hirschman, 1980). The inclination to seek novelty is a significant feature of human nature that affects performance, persistence, and wellbeing across life epochs(Nix et al., 1999). When encountering a new product or service, innovative consumers will be more receptive and responsive to it. Innovative consumers may perceive mobile advertising, a relatively new technological development, as novel and, thus, may be intrinsically motivated to pursue it (Reis, 1994). Therefore, we anticipate that innovative consumers will be more likely to be intrinsically motivated to accept mobile advertising. According to this issue, the fourth hypothesis of the research is as follows:

H4g: Customer’s innovation significantly affect the customers' attitudes of Chain Stores.

H4h: motivation affects the relationship between customer’s innovation and the customers' attitudes of Chain Stores.

However, most advertisements are enjoyable and it will create a positive attitude among consumers. Consumers pay attention to the enjoyment role of advertisements(Ibáñez et al., 2019). Some believe that advertisements are entertaining while others describe them annoying. Advertisements can be used as a source of pleasure or entertainment(Gardner et al., 2020). In other words, the more enjoyable and entertaining the advertisements are, the more they attract consumers’ attention. The index of entertainment is a belief that displays how much the advertisements are attractive and creating the sense of entertainment plays the greatest role in general attitude of customers towards mobile advertising(Wong et al., 2015). Using humor in messages is a kind of pleasure. Humor can influence the attitude and behavior. Perceived enjoyment refers to the extent to which the activity of using a product is considered to be enjoyable in its own right, apart from any performance outcome that may be anticipated (White, 1959). Researchers suggest that enjoyment should provide an important intrinsic drive for people to perform an activity(Ryan & Deci, 2000). They are more likely to adopt a new technology and use it more extensively if they experience immediate pleasure from using it or perceive any activity involving the technology to be personally enjoyable(Xu et al., 2009). Therefore, we propose that the reasons are as follows. First, humor makes people good-tempered. Second, humor can draw people’s attention to the advertisement and increase their level of understanding that. Third, the strongest effect of humor is that it increases the interest in advertisement(Decrop, 2007). In this regard, some researchers showed that the motivation  as an intrinsic variable can make customers interested in internet(Lajvardi, 2010). Furthermore, the perceived pleasure is based on the assumption that individuals wish to meet the needs that motivate them so they get exposed to the media and actively want to enjoy their special needs through that media(Wei et al., 2010)  and  it has identified a combination of utilitarian and non-utilitarian motives to use smartphone in everyday life. Therefore, intrinsic motivation to accept smartphone advertisements is more important than instruments such as flexibility and accessibility. According to this issue, the fifth hypothesis of the research is as follows:

H5i: Perceived significantly affect the customers' attitudes of Chain Stores.

H5j: motivation affects the relationship between Perceived and the customers' attitudes of Chain Stores.

Motivation mediation

Motivation is a combination of different processes that influence the person’s behavior and it leads them to achieve a certain goal. Needs generate our motivational feelings, but the causal observation of daily behaviors indicates that sometimes our needs are silent or they are located somewhere on the corner of our consciousness. Feelings are not arisen from within individuals in any case, but people are sometimes influenced and they stare at the environment that supplies motivation to them(LaCosse & Plant, 2019). In fact, previous studies support the effect of motivation on consumers’ attitudes towards advertisements. Accordingly, the theory of motivation will affect the acceptance of technology by consumers. The motivation influence the behavioral intention of the customers. Among the various models used by researchers to explain or predict motivational factors (in the acceptance of technology by the user), the Technology Acceptance Model (TAM) is considered as a typical example. This model is based on people's mental perception of technology that affects their attitudes(Rosado & Hernandez, 2020).

This model states that using technology is determined by the desire for behavior (desire to use) and this behavioral desire is determined by two mental perceptions: the mental perception of being useful, that is, the extent to which a person believes the use of a specific technology will improve his performance, and, secondly, the mental perception of ease of use that means the person believes that it will be easy for him to use a technology(Hong et al., 2020).  According to this motivational theory, there are three motivational and behavioral factors in the adoption of technology which are called intrinsic motivation, extrinsic motivation and emotional style(Chen et al., 2019). Intrinsic motivation refers to behavior that is created by intrinsic rewards and extrinsic motivation but includes behavior to receive extrinsic rewards. According to the theory of motivation, people accept new technologies because they’ve understood benefits and pleasure of using them(Feng et al., 2016).

 Intrinsic motivation is an intrinsic tendency to deal with the desires, use abilities and look for optimized challenges and dominate them(Kruglanski et al., 2018). Intrinsic motivation is spontaneously created as a result of psychological needs, curiosity and intrinsic effort to grow. When people get motivated intrinsically, they behave according to their interest, the challenge created by a special activity and the pleasure they experience(Cherry, 2016). Individuals experience intrinsic motivation because they have psychological needs within them. Extrinsic motivation is created due to incentives and environmental consequences such as food or money. Instead of dealing with an activity to experience its intrinsic satisfaction, extrinsic motivation is resulted from consequences which are separated from the main activity(Reeve, 2014). Accordingly, in the present study we have tried to investigate the effect of customers’ motivation on their attitudes towards mobile advertising.

The effectiveness of advertising is to convey the company's message to customers with the aims of informing, reminding, competing and responding to competitors(Akerejola et al., 2020). The effectiveness of advertising due to cultural differences has a significant effect on how mobile advertising is understood and processed(Smith, 2019). Advertisements have diverse effects so that separating each of them and even their effects over a period of time requires scientific and appropriate methods and techniques(Salamzadeh et al., 2022). Advertising changes the attitude, knowledge and behavior of the audience. Awareness, persuasion, encouragement, reminding, strengthening relationships, accelerating and promoting exchanges are various functions of advertising. Furthermore, evaluating the effects of advertising in each of the cases mentioned seems vital for organizations that consider advertising a necessity for survival and growth(Hosseini et al., 2022). The effectiveness of media advertisements is being reduced as a result of heavy competition between producers and service providers. Therefore, there should be a strategy to restore customers’ confidence and beliefs towards mobile advertising(Giao & Vuong, 2020). Some researchers concluded that factors such as presenting related information for users, rewards and incentives can increase the attractiveness of mobile media for presenting mobile advertising(Leppäniemi & Karjaluoto, 2008). Furthermore, researchers other results showed that advertisements generally affect the attitude and inclination to use mobile advertising(Mansour, 2012).

Advertisements have an effective and highly influential function and can impact on the intellectual framework, behavioral pattern, value system and how people interact with each other and with the environment(Tajpour., et al., 2022). Moreover, they assist the organization to raise its market share by increasing the knowledge about trade name and improving its image. Additionally, as smartphone is a personal device, it is increasingly being used in marketing. A successful strategy of marketing not only must influence the customers’ attraction but also increase the loyalty of customers because attracting new customers is more costly than maintaining the existing customers.

So, the mobile advertising advantages and some factors such as the price reduction of multimedia smartphones with high quality has caused an increase in number of advertisements using smartphones all over the world. In order to achieve these strategies, some goals have been set such as increasing chain store productivity, profitability and providing satisfactory services to the customers, recognizing needs and classifying customers and processes related to the profit, strategy-based training, and aligning individual, departmental and organizational goals. Considering this approach, in the present study that was done between March and July 2022 in Chain stores in Tehran, researchers investigate the effect of marketing communication factors on customers’ attitude towards mobile advertising by emphasizing on motivation.

Every conceptual model is a starting point and a basis for studies and research so that the distinguished variables determine the relations between them. In other words, it can be said that ideally, a conceptual model, a mind map or an analyzing instrument, is a strategy to start and do research so that it’s expected that variables, their relations and interactions are investigated and tested during performing the research and if necessary, they are balanced and some factors are also added or subtracted from them. After reviewing articles and reputable international journals, the following model was applied.

H6: Motivation significantly affect the customers' attitudes of Chain Stores.

Figure 1 shows the conceptual model derived from the research hypotheses.

Figure 1: Conceptual model derived from research hypotheses Click here to view Figure

Materials and Methods

The present research is regarded as a descriptive and correlational work. The statistical population of the present research includes all customers available to Chain stores located in Tehran. In order to determine the sample size, according to formula 1, the sample size was estimated to be 196 because of limitation in population. In the present study, in order to determine the sample size, as the standard deviation of the population was not available, a preliminary sample of 20 was selected from the population and the questionnaire was distributed among them. Considering the assumption that statistical population would be limited and according to the following relationship at the confidence level of 95% with the precision of 0.1, the required sample size was 196.

Formula 1. Method to determine the sample size with the assumption of limited statistical population

As modeling has been used in the present study, the sample size must be 5 to 10 times more than the questions of the questionnaire. Therefore, the mentioned size would be sufficient. The instrument for data collection include standard questionnaire of . The first section of the questionnaire consists of demographic variables (gender, age, marital status, education, occupation background) and the second section includes 28 questions about the study variables prepared by Five-Likert scale. Likert scale is a tool for measuring people's attitudes and is used to prepare attitude questionnaires in management and humanities. In general, three standard scales have been introduced by Rennes Likert, known as the five-degree, seven-degree, and nine-degree scales. These scales can be used to express agreement or determine the importance of items. The most common form of the Likert spectrum is 5 degrees. This scale can also be used to express agreement or assess importance or status. In this study, a 5-point Likert scale has been used. This scale measures only the subject under study and not another irrelevant issue. It also expresses a more or less positive or negative tendency and not an indifferent tendency.

Table 1: Five-Likert scale

The questionnaire was distributed in person March and July 2022 at Chain stores located in Tehran, and the data was collected afterwards. In the present study, in addition to using standard instruments for data collection, the technical specifications and validity and reliability of the questionnaire were evaluated by using various criteria to ensure accuracy and precision of the research results. In order to investigate the validity of the questionnaire, the construct and content validity have been estimated. In this regard, first, 7 specialists and faculty board members of University were provided with a hard copy of the questionnaire so that the content validity of the questionnaire was evaluated and finally their suggestive views were applied in the questionnaire. In order to evaluate the reliability of the instruments used to measure the study variables, Cronbach’s Alpha was used. After piloting a sample with the size of 20 and questionnaire return, the collected data was entered in SPSS 21 and we found out that research questionnaire had a high reliability because after calculating Cronbach’s alpha, the coefficient number of the standard questionnaire was generally 0.987. Therefore, it can be concluded that the study instruments were highly reliable (Table 2).

Table 2: Variables, components, questions, and Cronbach’s alpha (source: authors’ elaboration)

SPSS was used to analyze the demographic data of the descriptive statistics. Structural equation modeling of Smart (PLS3) was used to analyze the inferential statistics of the research; moreover, it was applied to investigate the simultaneous impact of some independent variables on dependent variables.  Next, partial least squares method was used to evaluate the reliability of the questionnaire. In this method, reliability is evaluated by using two criteria of factor loading and composite reliability.

The factor loading is between 0 and 1 that shows the power of the observable variable (question) for testing a latent variable (main variable). The closer to 1, the stronger question. The accurate number for factor loading coefficients is 0.4 (Hulland, 1999). Reliability and validity of the measurement model is reported in table 3.

In the present study, as it is specified in table 3, all coefficients show the accuracy of this standard. All factor loadings are higher than 0.4 and they are significant at the confidence level of 99% that shows indices (marker variables) determine the conceptual variables very well. Reviews show that Cronbach’s alpha coefficient and composite reliability of all constructs are more than acceptable level of 0.7; therefore, the constructs of the present study are ideally reliable. Furthermore, average variance extracted (AVE) and communalities show that all constructs are higher than the least number of acceptance (0.5). Therefore, constructs of the present study have a desirable convergent validity. According to the results from table 3, as all indices have an average variance extracted of more than 0.5, they all have convergent validity.

Table 3: Validity and reliability measures (source: authors’ elaboration).

Table 4: Divergent validity (source: authors’ elaboration).

According to what mentioned earlier and results from smart PLS 3 in tables 3 and 4, measuring models have favorable reliability (convergent and divergent) and reliability (factor loading, composite reliability coefficient and Cronbach’s alpha).

Results

Descriptive statistics

According to the descriptive statistics of the present study, demographic details of the respondents are as follows: in terms of gender , 66% (130) male and 33.7% (66) female, in terms of marital status, 75.5% (148) married and 24% (48) single, in terms of age, 13.8%(27) 20-30 years old, 36.2%(71) 30-40 years old, 41.8%(82) 40-50 years old and 8.2%(16) 50 years and more, in terms of education, 41 diploma, 21.9% (43) associate, 38.8 %(76) bachelor, 14.3(28) master and 4.1%(8) Doctoral, in terms of occupation, 22.4%(44) employee, 44.9%(88) student, 10.7%(21) self-employed, 12.2%(24) housewife, and 8.7%(19) other jobs.

 Inferential statistics

The fitness of the model was evaluated by examining the measurement, structural, and general models. To ensure the model's fitness in partial least squares, several measures were used, and T-values were calculated using software (Figure 2). As the T-values were higher than 1.96 at a confidence level of 95%, the model's fitness was approved.

Figure 2: T-values (source: authors’ elaboration). Click here to vew Figure

The second measure to ensure the fitness of the structural model is R2, which is also calculated. The values may be below 0.19, 0.33, and 0.67, indicating weak, moderate, and strong values, respectively. According to the outputs, the values for the variables of Customer attitudes and motivation were 0.711 and 0.332, respectively(Figure3).

Figure 3: Factor loadings, and R2 (source: authors’ elaboration). Click here to view Figure

Predictive relevance (Q² values)

Q2 values are calculated for dependent variables to demonstrate the predictive validity of a model. These values can indicate a strong effect (0.35), moderate effect (0.15), or weak effect (0.02). In the case of customers' attitudes and motivation, the values were 0.596 and 0.292, respectively, ensuring the predictive relevance of the variables.

The goodness of fit (GOF)

The general model comprises both the measurement and structural models. Goodness of Fit (GoF) values can be weak (0.1), moderate (0.25), or strong (0.36). The calculated value for the general model was 0.689, indicating a strong goodness of fit.

GOF = √average (Commonality) × average (R2)

Standardized Root Mean Square Residual (SRMR) values are calculated as part of the analysis. There are differing perspectives among scholars regarding the acceptable values. Some believe that the values should be lower than 0.05, while others consider values below 0.08 to be acceptable. In general, values less than 0.1 indicate an acceptable model fit. Additionally, the Bentler-Bonett index or normed fit index (NFI) is also assessed, and the results indicate an acceptable model fit (Table 5).

Table 5: SRMR and NFI (source: authors’ elaboration).

Moreover, in order to analyse the mediating role of motivation, the variance accounted for (VAF) value was calculated, which was 0.218, which the results showed that the mediating variable has a minor effect.

VAF= (a×b) / (a×b) +c

a: The amount of the mediator and independent variable pathway coefficient: 0.182

b: The amount of the mediator and dependant variable pathway coefficient: 0.577

c: The amount of the dependant and independent variable pathway coefficient: 0.376

Finally, in order to test the hypotheses, t-values were calculated. The findings revealed that all the hypotheses were supported (Table 5). It reveals that marketing communication significantly affected the customers' attitudes of Chain stores of Tehran. Besides, the mediating role of the motivation was supported.

Table 6: Hypothesis test results. (source: authors’ elaboration).

Discussion and Conclusion

The development of communication technologies and rapid increase of smart phones and other mobile communication devices and their nature create an advertising domain and enable chain store to access their customers without any time and place restrictions. Therefore, chain store with a good knowledge of target market can use this golden opportunity to introduce their products and services. Hence, the study results show that being on time, localization, personalization, customer’s innovation and perceived pleasure have significant effect upon motivation variable. Moreover, the results confirmed the effect of motivation on customers’ attitude towards advertisement. These results are greatly in alignment with the research carried by the other researchers. According to the first hypothesis which states that being on time has a significant and positive impact on motivations, it can be said that the results of the present study are consistent . They found that advertisements serve the function of an interface between the impacts of advertisements features on customers’ attitudes. In addition, who found that the information of some specifications such as product, social function, pleasure, image, profitable for economy and materialism are effective for attitudes to advertisements. As a result, it can be said that the capacity of updated advertisements depends on presenting on time information. Mobile advertising can influence customers’ satisfaction and their decision to purchase. Therefore, information sent to consumers using mobile devices should be accurate and on time. In this regard, marketers must consider the desirable time to send advertising SMS and also the number of times to receivers. Consequently, the messages are sent efficiently and the receivers are not annoyed by them because if it happens, they will be dissatisfied and offended. In order to attract customers’ satisfaction, identifying the optimized time to present advertisement as a time preference for each consumer is different and it would be a challenge.

According to the second hypothesis that localization has a significant and positive impact on customers' attitudes, it can be said that the results of the present study are in alignment. Regarding this hypothesis, it can be said that it is possible to adapt the smart phones and the related devices with people’s culture, knowledge and mood. Providing appropriate information, giving honest advice and building a friendly relationship with customers can boost customers’ sense of satisfaction. Moreover, sending advertising SMS can be helpful when the customer is present in place.

According to the third hypothesis that personalization has a significant and positive impact on customers' attitudes, it can be said that the results of the present study agrees. One of the most important features of mobile advertising is personalization and interaction. Company interaction with customers is created easily, fast, inexpensive and efficient for mobile advertising and completely personalized messages can be transferred to the target audiences without considering time and place differences and customers can simply receive their favorite information. Therefore, smartphone advertising may have the advantage of sending the right message in the right time using the right channels to the target person. Furthermore, it can be suggested that chain store send congratulations messages, postcard messages and like that on special occasions and send valid information to them frequently. It would be a good idea to change the information in messages according to special occasions and send the messages in accordance with that occasion. Advertisements should be informative, customer-based and up-to-date. The culture to apply social customers by the users must be promoted by providing them with information and encouraging them to use these updated facilities.  Several activities must be done such as providing special orders for special customers, setting the content of advertising messages according to the receiver’s specifications, categorizing customers according to information such as their age, special behavioral patterns and providing them with services and information with special quality and, finally, ensuring the confidentiality of customers’ information through websites and virtual networks, training customers to familiarize with websites and social networks for better use and getting aware of the positive facilities they have.

According to the fourth hypothesis, that customer’s innovation has a significant and positive impact on customers' attitudes, it can be said that the results of the present study are consistent. However, it should be considered that mobile advertising is a creative instrument and attitudes towards that is being changed frequently. Furthermore, as the advertisement quality has a direct influence on consumer’s understanding in mobile advertising and it improves the attitudes to mobile advertising, they should be designed carefully and creatively because the message can influence the customer’s satisfaction. Therefore, chain store must send customers useful advertisements according to their profiles so that chain store may improve their attitudes. Moreover, these techniques and creativity are suggested that are not used in other advertisement methods.

According to the fifth hypothesis, that perceived pleasure has a significant and positive impact on customers' attitudes, it can be said that the results of the present study are aligned, being informative, pleasure and profitability for the economy have a positive relationship with consumers’ attitudes towards advertisements. As a result, it can be said that if the services are provided properly, it will bring about the enjoyable experience for the customers. When managers spend more time planning exceptional services, the quality of services will improve and the complaints and costs will reduce. As a result, there will be a long-term relationship with the customers. In this regard, chain store must present their valuable information in their advertising messages and the motive features of the advertising messages by smartphones are emphasized. Moreover, some other elements such as entertainment, excitement and pleasure must be included in advertising messages. It is suggested to use colloquial language and attractive words for the message reader such as wonderful or unrepeatable opportunity and words like that in advertising messages. In addition, it is important to consider this way of advertising to promote sustainability, through the promotion of a study of responsible living with the environment, considering the great power over the motivation and attitudes of consumers.  

In relation to motivational mediation, that motivations have a significant and positive impact on customers’ attitudes towards advertisements, it can be said that the results of the present study are aligned. Consumers need a motivation and they hardly accept the information that disagrees with their beliefs. That’s why the marketers who tend to confirm individuals’ attitudes should use highly valuable resources for advertisements. Therefore, consumers’ attitudes towards advertisements and other chain store marketing stimuli can be an appropriate resource for their future decisions or present choices. According to the analyses performed, the motivational mediation hypotheses have been confirmed.

When considering studies like the current paper, the prominent researchers suggest policymakers to deal with the function of culture as a factor have to use the facility of GPS in smartphones to send customers’ messages according to their special address, produce advertising short films and teasers and send them through social network applications. Furthermore, chain store must have some standards in their plans or improve them frequently and troubleshoot them so that they’re compatible with the changes in target audiences. Continuous feedback can serve an important function in this regard. Chain store must continuously communicate with foreign and native stockholders because they play a vital role in creating credit. Chain store should avoid activities that may hurt customers’ prestige and develop strategies to stay away from that because customers are the nucleus of creating credit for the chain store. Chain store should induce a fair feeling in customers so that they enjoy being a member of the chain store and this can be a guarantee that chain store take special care about their customers.

Finally, according to the study carried out, we can affirm that advertising plays a strategic role in generating environmental awareness in consumers through the different forms of promotion, which can be given through mobile devices. In this regard, various studies report on the importance of how to promote green products and how these influence environmental awareness and consumer purchasing decisions(Majeed, 2022; Nguyen-Viet, 2022). In this way, organizations can implement strategies based on the development and design of advertising that lead to greater environmental awareness, satisfaction, and a positive attitude of consumers towards environmentally friendly products. Likewise, some studies find that consumers need information about the green product throughout the search, selection and purchase decision process, both through advertising and in the characteristics of the product itself (eco-label), which influence positively and significantly on green purchase intention(Majeed, 2022) and promote a greater green reputation for companies(García-Salirrosas & Acevedo-Duque, 2022; García-Salirrosas & Gordillo, 2021). Finally, studies that measure the impact of advertising by influential personalities show a positive response when they have pro-environmental content and that the attitude and purchase intention is related to the type of influencer with whom they interact(Cespedes-Dominguez et al., 2021).

Limitations

Putting a little trust in the previous carried studies by some customers and consequently not cooperating with the researcher has been one of the limitations of the study. Questionnaire responders did not have similar conditions and there were inevitably some factors such as responders fatigue and boredom. The discussion regarded as new and there were insufficient scientific resources and accessing them was another limitation and it was done cross-sectional. Anyhow, it is recommended that it must be investigated and reviewed continuously due to the importance of the topic. Due to the development of mobile advertising, it’s suggested to carry this study in other countries as well. Repeating the model investigation will show whether the findings in other countries confirm these results. It’s also suggested that a study be carried and make a comparison between advertising effectiveness of other media such as television and radio and mobile advertising. In the present study the quantitative method was applied to measure the construct model. As a result, it’s suggested that other researchers use other methods such as interview and observation to measure the model and theorize in this area.

Acknowledgments

We sincerely thank all those who helped researchers in this study.

Conflicts of Interest

The authors declare no conflicts of interest.

Funding Source

This research received no external funding.

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