Examining and Extending Advertising's Dual Mediation Hypothesis to a Branded Mobile Phone App. Issue 2 (2nd July 2016)

• Record Type: Journal Article
• Authors: Ahmed, Rahnuma; Beard, Fred; Yoon, Doyle
• Is Part Of: Journal of interactive advertising. Volume 16:Issue 2(2016)
• Page Start: 133
• Page End: 144
• Publication Date: 2016-07-02
• Subjects: Mobile advertising -- branded apps -- dual mediation hypothesis; Advertising -- Periodicals; Internet advertising -- Periodicals; Interactive multimedia -- Periodicals; 659.144
• DOI: 10.1080/15252019.2016.1237315
• Languages: English
• ISSNs: 1525-2019

Abstract

ABSTRACT: Advertising's dual mediation hypothesis (DMH) is an important model predicting the relationships among antecedent variables and advertising outcomes. The results of the study reported here extend this theory to a mobile phone branded app. Structural equation modeling with data collected from 277 Millennial participants showed that the DMH was the best-fitting model for explaining attitude toward the app among four competing models. Furthermore, an extended DMH, with an "intention to continue using the app" construct, was found to offer a superior fit over four other extended models and a better model than the traditional DMH.