Name
Abstract | ||
|---|---|---|
The main purpose of this study is to build a dual-path communication model for mobile apps by integrating the elaboration likelihood model (ELM) and the dual-mediation model. This study explores the effects of image relevance and argument quality on ad cognition, brand cognition, ad attitude, brand attitude, and the subsequent purchase intention in the context of mobile apps. Further, we compare the communication routes between high-involvement individuals and low-involvement ones. Based on a 2 x 2 factorial design, we manipulate 'argument quality' and 'image relevance' to evaluate their effects in the context of mobile apps. The findings provide important theoretical and practical implications for mobile marketing. |
Year | DOI | Venue |
|---|---|---|
2018 | 10.1504/IJMC.2018.095146 | INTERNATIONAL JOURNAL OF MOBILE COMMUNICATIONS |
Keywords | Field | DocType |
mobile apps, image relevance, argument quality, ELM, elaboration likelihood model, dual-mediation model | Computer science,Models of communication,Human–computer interaction,Cognition,Mobile marketing,Mobile apps,Elaboration likelihood model,Marketing | Journal |
Volume | Issue | ISSN |
16 | 6 | 1470-949X |
Citations | PageRank | References |
0 | 0.34 | 0 |
Authors | ||
4 | ||
Name | Order | Citations | PageRank |
|---|---|---|---|
| Hsin-Hui Lin | 1 | 767 | 30.86 |
| Timmy H. Tseng | 2 | 21 | 5.56 |
| Yi-Shun Wang | 3 | 1798 | 70.08 |
| Shih-Han Liu | 4 | 0 | 0.34 |