What is it about?
The study results prove that VC alone cannot generate mobile users’ engagement. SA is the key in this regard, which has a relatively higher importance compared to SIC. Furthermore, the serial mediation effect of SA and SIC on CE shows that attractive sources are likely to induce higher SIC and subsequent CE.
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Why is it important?
Advertisers can enhance the user’s engagement on mobile devices by addressing both the SA and SIC in their VC. The combined effect of both the SA and SIC on CE has not been assessed before. Furthermore, this study has used the SOR mechanism to examine CE.
Perspectives
I hope this article helps researchers who are working or eager to work on the mobile ads topic. Must read for them.
Muhammad Talha
Quaid i Azam University Islamabad
Read the Original
This page is a summary of: Enhancing customer engagement through source appearance and self-influencer congruence in mobile advertising, Spanish Journal of Marketing - ESIC, November 2023, Emerald,
DOI: 10.1108/sjme-03-2023-0073.
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