TY - JOUR
T1 - A dual-path communication model for the context of mobile apps
AU - Lin, Hsin Hui
AU - Tseng, Timmy H.
AU - Wang, Yi Shun
AU - Liu, Shih Han
N1 - Funding Information:
The authors would like to thank the editor and the anonymous reviewers for their valuable suggestions that helped improve the quality of this paper significantly. This research was substantially supported by the Ministry of Science and Technology (MOST) of Taiwan under grant number MOST 105-2410-H-025-010.
PY - 2018
Y1 - 2018
N2 - 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 × 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.
AB - 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 × 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.
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U2 - 10.1504/IJMC.2018.095146
DO - 10.1504/IJMC.2018.095146
M3 - Article
AN - SCOPUS:85054481108
VL - 16
SP - 644
EP - 668
JO - International Journal of Mobile Communications
JF - International Journal of Mobile Communications
SN - 1470-949X
IS - 6
ER -