Managing pop-up advertisements: examining mobile applications

Purpose This study investigated the interactive effects of pop-up advertisements, promotional activities, and scarcity messages on consumers' purchase intention and purchase behavior in mobile commerce (m-commerce). Design/methodology/approach Data were collected through an online survey among consumers who had experience in using shopping apps and had viewed pop-up advertisements. Partial least squares structural equation modeling was used to analyze the data to determine the effects of the aforementioned factors on purchase intention and purchase behavior. This process yielded insights into how advertising and promotional activities influence m-commerce consumers. Findings The findings suggest that strategically integrating informative pop-up advertisements with nonprice promotions can increase users' purchase intention without overwhelming them. Scarcity messages, such as limited-time offers, can stimulate timely purchases when aligned with credible promotional activities to sustain consumer trust. Research limitations/implications This study's cross-sectional design limited temporal comparisons and constrained causal interpretation. Practical implications This study provides actionable recommendations for digital marketing and mobile app managers. By leveraging the effects of advertising attitudes and promotional activities, practitioners can optimize pop-up advertisement placement and campaign designs to enhance online product visibility and sales performance. Social implications The findings suggest that in m-commerce environments, excessive pop-up intrusiveness and manipulative scarcity tactics may intensify irrational impulse buying. Therefore, regulators should establish advertising-ethics-related guidelines and enhance consumers' digital literacy. Originality/value This study integrates pop-up ads, promotions, and scarcity messages into a unified behavioral framework, offering a novel view of consumer responses on mobile shopping apps.