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

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  • Young Wook Ha
  • Myeong-Cheol Park
  • Euehun Lee

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.

Suggested Citation

  • Young Wook Ha & Myeong-Cheol Park & Euehun Lee, 2014. "A framework for mobile SNS advertising effectiveness: user perceptions and behaviour perspective," Behaviour and Information Technology, Taylor & Francis Journals, vol. 33(12), pages 1333-1346, December.
    • Handle: RePEc:taf:tbitxx:v:33:y:2014:i:12:p:1333-1346
    DOI: 10.1080/0144929X.2014.928906
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