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Magazine Reading Experience and Advertising Engagement: A Uses and Gratifications Perspective
- Kim, Jooyoung;
- Lee, Jungwon;
- Jo, Samsup;
- Jung, Jaemin;
- Kang, Jaewon
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30초록
Guided by the uses and gratifications theory, this study examines the structural relationships between a number of magazine reader experience factors and advertising engagement. The results from a survey of 507 female college students in South Korea suggest that personal experience, a second-order factor consisting of information, personal identification, and entertainment experiences, significantly influences advertising engagement, whereas the other factor, social experience, has no effect on advertising engagement. Theoretical and managerial implications are discussed.
키워드
magazine advertising; advertising engagement; uses and gratification; MEDIA; CONTEXT; ADVERTISEMENTS; COMMUNICATION; READERSHIP; PREDICTORS; STUDENTS; MODEL; SELF
- 제목
- Magazine Reading Experience and Advertising Engagement: A Uses and Gratifications Perspective
- 저자
- Kim, Jooyoung; Lee, Jungwon; Jo, Samsup; Jung, Jaemin; Kang, Jaewon
- 발행일
- 2015-03
- 유형
- Article
- 권
- 92
- 호
- 1
- 페이지
- 179 ~ 198