A framework for mobile SNS advertising effectiveness: user perceptions and behaviour perspective

被引：60

作者：

Ha, Young Wook ^{[1
]}

Park, Myeong-Cheol ^{[2
]}

Lee, Euehun ^{[2
]}

机构：

[1] ETRI, Creat Future Res Lab, Taejon 305700, South Korea

[2] Korea Adv Inst Sci & Technol, Dept Business & Technol Management, Taejon 305701, South Korea

来源：

BEHAVIOUR & INFORMATION TECHNOLOGY | 2014年 / 33卷 / 12期

关键词：

mobile SNS advertising; attributes; sub-values; value; attitude; behaviour intentions; CUSTOMER PERCEIVED VALUE; SOCIAL NETWORKING SITES; CONSUMER ATTITUDES; MODERATING ROLE; INTERNET USES; SATISFACTION; ANTECEDENTS; INTENTIONS; PURCHASE; LOYALTY;

D O I：

10.1080/0144929X.2014.928906

中图分类号：

TP3 [计算技术、计算机技术];

学科分类号：

080201 [机械制造及其自动化];

摘要：

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.

引用

页码：1333 / 1346

页数：14

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