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http://dx.doi.org/10.14400/JDC.2014.12.4.183

Effect of User Possession Attachment and Characteristics of Mobile Media on Acceptance of Mobile AD  

Shin, Il-Gi (Dept. of Culture and Arts Contents, The Catholic University College of Fine Art & Design)
Choi, Yun-Seul (Dept. of Advertising and Public, Hanyang University)
Shin, Hyun-Sin (Dept. of Mass Communication, The Society of Cachon University)
Publication Information
Journal of Digital Convergence / v.12, no.4, 2014 , pp. 183-192 More about this Journal
Abstract
This study aims to empirically investigate how personalized and socialized mobile media impacts on users' acceptance of mobile advertising, given the consideration of users' mobile possession attachment. For this, the current study used focus group interview and surveyed mobile users. Interestingly, the findings reveal that personalized and socialized mobile characteristicssignificantly affect users' acceptance of mobile ads. That is to say, users' personalized mobile characteristics play an important role in either awareness of mobile ads or exposure to mobile ads.
Keywords
Mobile advertisement; Tendency of online interaction; mobile possession attachment; AD attitude;
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