A dual-path communication model for the context of mobile apps

Hsin Hui Lin; Timmy H. Tseng; Yi Shun Wang; Shih Han Liu

doi:10.1504/IJMC.2018.095146

A dual-path communication model for the context of mobile apps

Hsin Hui Lin, Timmy H. Tseng, Yi Shun Wang, Shih Han Liu

Department of Information Management

Research output: Contribution to journal › Article › peer-review

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 × 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.

Original language	English
Pages (from-to)	644-668
Number of pages	25
Journal	International Journal of Mobile Communications
Volume	16
Issue number	6
DOIs	https://doi.org/10.1504/IJMC.2018.095146
Publication status	Published - 2018

All Science Journal Classification (ASJC) codes

Computer Science Applications
Computer Networks and Communications
Electrical and Electronic Engineering

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title = "A dual-path communication model for the context of mobile apps",

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 × 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.",

author = "Lin, {Hsin Hui} and Tseng, {Timmy H.} and Wang, {Yi Shun} and Liu, {Shih Han}",

note = "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.",

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