Revisiting Integrated Mobile Advertising Model in Indonesia: A Replication Study

Asean Marketing Journal Pub Date : 2022-06-30 DOI:10.21002/amj.v14i1.1148

Naufal Pradipta, A. S. Santoso, L. Nelloh

{"title":"Revisiting Integrated Mobile Advertising Model in Indonesia: A Replication Study","authors":"Naufal Pradipta, A. S. Santoso, L. Nelloh","doi":"10.21002/amj.v14i1.1148","DOIUrl":null,"url":null,"abstract":"Manuscript type: Research Article Research Aims: Kim's previous study proposed a web advertising model such as personalization and flow theory toward purchase intention and its antecedents. The current research will re-assess the model in Indonesia. Design/methodology/approach: Using Structural Equation Modelling (SEM) toward 211 respondents Research Findings: This study showed that credibility is insignificant to advertising value and flow experience, and entertainment and incentives are insignificant to flow experience. Thus, informativeness is insignificant to advertising value and flow experience. Hence irritation is also insignificant to advertising value and flow experience. However, personalization showed a significant effect on flow experience but insignificant toward advertising value. Theoretical Contribution/Originality: Insignificant effect of the web advertising model, such as personalization and flow theory toward purchase intention and its antecedents Practitioner/Policy Implication: The promotion process on smartphone media to implement the web advertising model. Keywords: Replication, Advertising, Flow Experience, Smartphone","PeriodicalId":30884,"journal":{"name":"Asean Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asean Marketing Journal","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.21002/amj.v14i1.1148","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}

引用次数: 0

Abstract

Manuscript type: Research Article Research Aims: Kim's previous study proposed a web advertising model such as personalization and flow theory toward purchase intention and its antecedents. The current research will re-assess the model in Indonesia. Design/methodology/approach: Using Structural Equation Modelling (SEM) toward 211 respondents Research Findings: This study showed that credibility is insignificant to advertising value and flow experience, and entertainment and incentives are insignificant to flow experience. Thus, informativeness is insignificant to advertising value and flow experience. Hence irritation is also insignificant to advertising value and flow experience. However, personalization showed a significant effect on flow experience but insignificant toward advertising value. Theoretical Contribution/Originality: Insignificant effect of the web advertising model, such as personalization and flow theory toward purchase intention and its antecedents Practitioner/Policy Implication: The promotion process on smartphone media to implement the web advertising model. Keywords: Replication, Advertising, Flow Experience, Smartphone

查看原文

微信好友朋友圈 QQ好友复制链接

本刊更多论文

印尼综合移动广告模式再探：一项复制研究

手稿类型：研究文章研究目的：金之前的研究提出了一种针对购买意愿及其前因的网络广告模型，如个性化和流量理论。目前的研究将在印度尼西亚重新评估该模型。设计/方法/方法：对211名受访者使用结构方程建模（SEM）研究结果：该研究表明，可信度对广告价值和流量体验不重要，娱乐和激励对流量体验不显著。因此，信息性对于广告价值和流量体验来说是微不足道的。因此，刺激对于广告价值和流量体验来说也是微不足道的。然而，个性化对流量体验的影响显著，但对广告价值的影响不显著。理论贡献/独创性：网络广告模式的显著影响，如个性化和流量理论对购买意图及其前因的影响。从业者/政策含义：在智能手机媒体上实施网络广告模型的推广过程。关键词：复制，广告，流量体验，智能手机

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文去求助

来源期刊

Asean Marketing Journal

自引率

0.00%

发文量

审稿时长

20 weeks