| abstract |
| Background Smartphone-based social media communication is perceived as the necessary activities of daily life. The domestic mobile advertising market has shown a significant growth, and various advertising formats have been developed. Thus, empirical studies for exploring the factors influencing the effectiveness of mobile advertising are urgently needed.
Methods To investigate the influence of attention to advertising, informativeness, media credibility on product involvement, this study conducted a survey with 238 adults living in the Seoul metropolitan area. Collected data were analyzed using regression and ANOVA.
Result Results show that for all three types, media credibility has a significant influence on product involvement. In addition, for image type, informativeness has an influence, for text type, attention has an influence. For mixed type, only media involvement has an influence.
Conclusion The most important factor of mobile advertising influencing on product involvement is media credibility. In addition, image type is needed to enhance informativeness. Meanwhile text type is needed to enhance attention. The study provides theoretical and practical contributions by empirically exploring the effects of consumer information processing of mobile advertising. |
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| Key Words |
| 모바일 광고, 미디어 신뢰도, 제품 관여도, Mobile advertising, Media credibility, Product involvement |
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