Advertising mix and mobile app adoption in Egypt: the moderating role of perceived utility

This study investigates the moderating role of perceived utility on the relationship between the advertising mix and mobile app adoption in Egypt, an emerging market. Drawing on the Unified Theory of Acceptance and Use of Technology (UTAUT), the research explores how perceived utility, defined as the extent to which consumers believe a mobile app enhances their performance or provides value, influences the effectiveness of various advertising mixes in mobile app adoption. Using a quantitative research design, data were collected from 418 Egyptian consumers exposed to mobile app advertisements. The findings reveal that the advertising mix and perceived utility significantly impact mobile app adoption, with perceived utility as a positive moderator. Specifically, the study demonstrates that when consumers perceive higher utility in a mobile app, the effectiveness of the advertising mix in mobile adoption increases. This research contributes to the marketing literature by extending UTAUT to include the advertising mix as a determinant of technology adoption in emerging markets. It also provides actionable insights for marketers and policymakers, emphasising the importance of tailoring advertising strategies to enhance perceived utility and improve adoption rates in culturally and economically diverse contexts.