「High-Tech Marketing Research Center」 Wook Ha, Y., Park, M. C., & Lee, E. (2014). “A Framework for Mobile SNS Advertising Effectiveness: User perceptions and behaviour perspective”. Behaviour & Information Technology, (just-accepted), 1-43.
Lab: High-Tech Marketing Research Center
Professor: Euehun Lee
Title: A framework for mobile SNS advertising effectiveness: user perceptions and behaviour perspective
Authors: Young Wook Ha, Myeong-Cheol Park, Euehun Lee
Journal: BEHAVIOUR & INFORMATION TECHNOLOGY
This study develops and empirically tests a framework for mobile social network service (SNS) advertising effectiveness. The study sets the advertising value, attitude towards advertising, and behavioural intentions as the key variables for the assessment of advertising effectiveness. Regarding antecedents of advertising effectiveness, the study identifies the salient attributes of mobile SNS advertising as social, mobile convenience, and active control; the main sub-values of mobile SNS advertising as informativeness, entertainment, and irritation.
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