کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1025650 1483206 2014 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
The mediating role of mental imagery in mobile advertising
ترجمه فارسی عنوان
نقش میانجی تصویر ذهنی در تبلیغات موبایل
کلمات کلیدی
تصورات ذهنی، تبلیغات موبایل آگهی اطلاعاتی آگهی ترانسفورماتور، اعتماد آگهی
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری سیستم های اطلاعات مدیریت (MIS)
چکیده انگلیسی


• We used an experimental design to study mental imagery in mobile advertising.
• MMS and transformational ads impact on vividness and elaborated mental imagery.
• SMSs exert a greater effect on the quantity of mental imagery.
• Mental imagery mediates on ad trust.
• Mental imagery exerts a positive influence on purchase intention.

The future of communication and advertising is mobile. There is, however, little empirical evidence as to exactly how mobile advertising works. This research examines the role of mental imagery elicited by mobile advertising and its mediating effect on trust in the advertising message (ad trust) and purchase intention. Using a 2 × 2 factorial experimental design, we examined the influence of the type of message – SMS vs. MMS – and type of content – informational vs. transformational – on the three dimensions of mental imagery: vividness, quantity and elaboration. Results show a greater impact of MMS mobile ads and transformational ads on vividness and elaboration, while SMS mobile ads have a greater impact on the quantity dimension. The study also suggests that ad trust can be improved by enhancing the mental imagery elicited by mobile ads. Vivid and elaborate mental imagery mediates the effect of the type of ad on ad trust and exerts a positive influence on purchase intention. These findings have important implications for mobile advertisers since overcoming trust issues remains a major obstacle in the adoption of this medium. In addition, practical aspects of mobile ads’ conception and design are discussed and directions for future research are suggested.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: International Journal of Information Management - Volume 34, Issue 4, August 2014, Pages 457–464
نویسندگان
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