Earticle

초록

영어

This research aimed at testing the persuasion effects created by the media façade as a new format of digital communication through self-concept clarity (SCC) and engagement. Results of parameter estimates showed that SCC is positively related to engagement with statistical significance. In other words, a higher SCC resulted in a higher engagement of the digital media façade. In addition, the engagement of digital media façade is positively related to the attitude toward advertising with statistical significance, which indicates that higher engagement of digital media façade resulted in a more positive attitude toward advertising. In addition, no statistically significant relation was found between the engagement of digital media façade and purchase intention. Finally, attitude toward advertising was determined to be positively related to purchase intention with statistical significance, which reveals that more positive attitude toward advertising results in increased purchase intention.

목차

Abstract
 1. INTRODUCTION
 2. LITERATURE REVIEW AND RESEARCH HYPOTHESES
  2.1 The concept of engagement in the marketing literature
  2.2 Self-Concept Clarity as a Moderator of Perceived ConsensusIt
  2.3 Research Hypotheses
 3. RESEARCH MODEL AND METHOD
  3.1 Research model
  3.2 Participants
  3.3 Independent Variables
 4. RESULTS
  4.1 Correlation among major variables
  4.2 SEM analysis of relationship between digital media façade and SCC
 5. DISCUSSION
 REFERENCES

키워드

저자

• JaeYoung Kim [ Dept. of Advertising & Public Realtions, Namseoul University, Chun Ann, South Korea ]
• Shuo Zhang [ Shandong Normal University ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국전문경영인학회 학술대회 발표논문집

• 간기

  반년간

• 수록기간

  2016~2025

• 십진분류

  KDC 325 DDC 330