Involvement, content and interactivity drivers for consumer loyalty in mobile advertising: the mediating role of advertising value
Involvement, content and interactivity drivers for consumer loyalty in mobile advertising: the mediating role of advertising value
Ing-Long Wu,Wei-Hung Hsiao
2017 · DOI: 10.1504/IJMC.2017.10005644
International Journal of Mobile Communications · 17 Citations
TLDR
This study proposes a model to include the three key drivers, advertising value, and consumer loyalty, and the findings show an important link among these components.