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

Young Wook Ha, Myeong-Cheol Park and Euehun Lee

Behaviour and Information Technology, 2014, vol. 33, issue 12, 1333-1346

Abstract: 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.

Date: 2014
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DOI: 10.1080/0144929X.2014.928906

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