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

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

Research output: Contribution to journalArticlepeer-review


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 languageEnglish
Pages (from-to)644-668
Number of pages25
JournalInternational Journal of Mobile Communications
Issue number6
Publication statusPublished - 2018

All Science Journal Classification (ASJC) codes

  • Computer Science Applications
  • Computer Networks and Communications
  • Electrical and Electronic Engineering

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