Mobile advertising is the primary strategy of mobile marketing for maintaining competitiveness, influencing sales and engaging customers in the marketplace. This investigation of the interactivity of brand mobile advertising and its impact on brand value experiences, self-brand congruity and brand engagement is a substantial step forward in the comprehension of consumer behaviour in the digital marketing environment. The objectives of this study were achieved by recruiting 317 individuals who possess mobile devices and have experience viewing mobile advertising, based on purposive sampling. The findings of this study indicate that the dimensions of mobile brand communication, synchronicity and controllability are essential for improving consumer engagement and brand experiences. Consequently, these factors influence self-brand congruity and behaviours towards the brand. This study investigates the impact of reflectively measured second-order constructs of brand mobile advertising interactivity on brand value experiences from the customers’ perspective, thereby influencing self-brand congruity and brand engagement in self-concept, thereby addressing voids in the literature. Additionally, this investigation provides numerous managerial ramifications for optimising brand engagement and customer experiences through mobile advertising interactivity.
Nguyen et al. (Wed,) studied this question.