Universidad Complutense de Madrid
E-Prints Complutense

The mediating role of mental imagery in mobile advertising



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Gavilan, Diana y Avello Iturriagagoitia, María y Abril Barrie, Carmen (2014) The mediating role of mental imagery in mobile advertising. International Journal of Information Management, 34 (1). pp. 457-464. ISSN 0268-4012

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URL Oficial: http://www.journals.elsevier.com/international-journal-of-information-management/

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The future of communication and advertising is mobile. Some forecasts estimate that by 2015 more than 7.1 billion mobile-connected devices will be ready to operate as an advertising medium; however there is little empirical evidence as to exactly how mobile advertising works in the currently prevailing mobile technology. This research examines mental imagery elicited by advertising in the mobile medium and its mediating role in responses to the message: ad trust and purchase intention. Using a factorial experimental design, we examine the influence of the type of message –SMS vs. visual ad– and content orientation strategy –informational vs. transformational– on mental imagery. Results show a greater impact of visual and transformational ads on vividness and elaboration, while SMSs exert greater effect on the quantity dimension. Vivid and elaborate mental imagery mediates the effect of advertising strategies on ad trust and exerts a positive influence on purchase intention.

Tipo de documento:Artículo
Palabras clave:Mental imagery; Vividness; SMS; Informational ad; Transformational ad; Ad trust
Materias:Ciencias Biomédicas > Psicología > Psicología aplicada
Ciencias Sociales > Ciencias de la Información > Comunicación audiovisual
Ciencias Sociales > Ciencias de la Información > Teoría de la información
Ciencias Sociales > Ciencias de la Información > Investigación en la comunicación
Ciencias Sociales > Economía > Marketing
Código ID:35142
Depositado:26 Ene 2016 09:27
Última Modificación:20 Mar 2018 08:40

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