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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/62216

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/62216

Title:	Age matters: Short Message Service advertising reading behaviours
Authors:	張郁敏 Chang, Yuhmiin
Contributors:	廣告系
Keywords:	age groups;SMS advertising;short message service;reading behaviour;expectation;perceived relevance;mobile communications;mobile advertising;mobile phones;cell phones.
Date:	2013.03
Issue Date:	2013-12-06 14:30:25 (UTC+8)
Abstract:	The current study is an initial investigation of two reading behaviours related to Short Message Service (SMS) advertising (i.e., when an advertisement is read and how much of an advertisement is read) across different age groups. The results showed that for most age groups, expectation is the most influential predictor of when a message is read, whereas perceived relevance is the most influential predictor of how much of a message is read. Different age groups display similar reading behaviours, but the mechanisms underlying the reading behaviours differ across age groups. These findings suggest that customised marketing strategies for different age segments are necessary for successful SMS advertising campaigns.
Relation:	International Journal of Mobile Communications, 11(2), 159-175
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1504/IJMC.2013.052639
DOI:	10.1504/IJMC.2013.052639
Appears in Collections:	[廣告學系] 期刊論文

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