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

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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.
Publisher
TAYLOR & FRANCIS LTD
Issue Date
2014-12
Language
English
Article Type
Article
Keywords

CUSTOMER PERCEIVED VALUE; SOCIAL NETWORKING SITES; CONSUMER ATTITUDES; MODERATING ROLE; INTERNET USES; WEB; INTENTIONS; SATISFACTION; ANTECEDENTS; LOYALTY

Citation

BEHAVIOUR & INFORMATION TECHNOLOGY, v.33, no.12, pp.1333 - 1346

ISSN
0144-929X
DOI
10.1080/0144929X.2014.928906
URI
http://hdl.handle.net/10203/251204
Appears in Collection
MG-Journal Papers(저널논문)RIMS Journal Papers
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