How playable ads affect viewers’ intention to download apps: Gen Z in Ho Chi Minh City

This study aims to make further investigations into how playable advertisements influence viewers’ intentions to download apps by implementing the Use and Gratification Theory (UGT). The research is conducted with a sample size of 342 valid respondents, and an online questionnaire is used to collect data and is analyzed by using Partial-Least-Squares Structural Equation Modelling (PLS-SEM). The results indicate that audiences’ attitude, which is directly affected by their perceived value of the advertisements, significantly associates with their intentions to download the apps that are advertised on the playable ads that they are interacting with. Particularly, viewers’ perceived value tends to be positively enhanced, which then stimulates an increase in their attitude towards the ads and consequently boost their app-downloading intention once the credibility and entertainment of that advertisement are high. Whilst, the irritation is at a reasonably low level. A mediating effect of audiences’ attitudes in the relationship between advertising value and viewers’ app-downloading intentions is also found in this research. Findings are insightful for advertisers, marketers and app creators in applying the right advertising method into their mobile marketing strategies.