A dual-path communication model for the context of mobile apps. (2018)

• Record Type: Journal Article
• Authors: Lin, Hsin-Hui; Tseng, Timmy H.; Wang, Yi-Shun; Liu, Shih-Han
• Is Part Of: International journal of mobile communications. Volume 16:Number 6(2018)
• Page Start: 644
• Page End: 668
• Publication Date: 2018
• Subjects: mobile apps -- image relevance -- argument quality -- ELM -- elaboration likelihood model -- dual-mediation model; Mobile communication systems -- Periodicals; Wireless communication systems -- Periodicals; 384.53
• Languages: English
• ISSNs: 1470-949X

Abstract

The main purpose of this study is to build a dual-path communication model for mobile apps by integrating the elaboration likelihood model (ELM) and the dual-mediation model. This study explores the effects of image relevance and argument quality on ad cognition, brand cognition, ad attitude, brand attitude, and the subsequent purchase intention in the context of mobile apps. Further, we compare the communication routes between high-involvement individuals and low-involvement ones. Based on a 2 × 2 factorial design, we manipulate 'argument quality' and 'image relevance' to evaluate their effects in the context of mobile apps. The findings provide important theoretical and practical implications for mobile marketing.