The controversial role of Incentives-based marketing tactics in the realm of OFD services

Purpose The principal objective of this research is to delve into the intricate dynamics surrounding the contentious exploitation of incentive-based marketing tactics within online food delivery (OFD) services in Malaysia. Design/methodology/approach The data collection process involved the development of an online survey questionnaire rooted in quantitative research methodology. To ascertain a representative sample, a probability-based simple random sampling approach was undertaken, and the data was gathered using the Google Form survey tool. To empirically test the proposed model, data was collected from a sample of 350 participants. The hypotheses were evaluated using the PLS-SEM technique to scrutinize the relationships within the model and assess potential variations across different groups. Findings The results delineated that all the hypotheses were supported; however, Irritation was rejected and unable to have an influence on consumer attitudes and purchase behaviour towards mobile advertising. Practical implications By offering incentives, marketers can foster greater acceptance of advertising among consumers, thereby enhancing their engagement and interaction with mobile advertising in the OFD services. Originality/value The advancement of mobile technology has facilitated the emergence of innovative marketing tactics, enabling firms and brands to establish direct communication channels with prospective consumers.