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- W2912474248 abstract "Mobile advertising is an increasingly popular marketing channel since it can present advertising in a personalized manner. This study examines the development of customer product loyalty through mobile advertising by considering the drivers from affective and cognitive perspectives. An Expectation Confirmation Model (ECM), as defined for repurchase intention, is proposed as a theoretical basis for the relationship structure of related research variables. An Elaboration Likelihood Model (ELM) identifies affective and cognitive concerns for defining the drivers of consumer behavior. Involvement and interactivity confirmation arise as affective and cognitive concerns in this context. This research model also indicates a particular mediating role of perceived usefulness and customer satisfaction from the two drivers for developing customer product loyalty. Empirical analysis shows that both affective and cognitive perspectives, i.e., involvement and interactivity, are important drivers to motivate customer product loyalty. The findings can help practitioners design more effective approaches for mobile advertising." @default.
- W2912474248 created "2019-02-21" @default.
- W2912474248 creator A5039410034 @default.
- W2912474248 creator A5056969921 @default.
- W2912474248 creator A5072237207 @default.
- W2912474248 date "2019-08-01" @default.
- W2912474248 modified "2023-10-17" @default.
- W2912474248 title "Developing customer product loyalty through mobile advertising: Affective and cognitive perspectives" @default.
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