The Effectiveness of Mobile Magazines: Implications for Mobile Marketers

This study’s objective is to examine whether higher interactivity enabled by a mobile magazine increases message involvement and attitude toward the magazine.

The Effectiveness of Mobile Magazines: Implications for Mobile Marketers

Alex Wang

Abstract:

This study's objective is to examine whether higher interactivity enabled by a mobile magazine increases message involvement and attitude toward the magazine. The results reveal that a mobile magazine with higher interactivity tends to generate stronger message involvement and attitude toward the magazine than a print magazine with lower interactivity in general. Consequently, the impact of perceived interactivit y on attitude toward the magazine is mediated by message involvement. Implications for mobile marketers are discussed.

Introduction

Consumers increasingly demand a newfound control over their media experiences since the...

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