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Revisiting Integrated Mobile Advertising Model In Indonesia: A Replication Study, Naufal Pradipta, Adhi S. Santoso, Liza Agustina M. Nelloh
Revisiting Integrated Mobile Advertising Model In Indonesia: A Replication Study, Naufal Pradipta, Adhi S. Santoso, Liza Agustina M. Nelloh
ASEAN Marketing Journal
Manuscript type: Research Article
Research Aims: Kim's previous study proposed a web advertising model such as personalization and flow theory toward purchase intention and its antecedents. The current research will re-assess the model in Indonesia.
Design/methodology/approach: Using Structural Equation Modelling (SEM) toward 211 respondents
Research Findings: This study showed that credibility is insignificant to advertising value and flow experience, and entertainment and incentives are insignificant to flow experience. Thus, informativeness is insignificant to advertising value and flow experience. Hence irritation is also insignificant to advertising value and flow experience. However, personalization showed a significant effect on flow experience …