Title: A dual-path communication model for the context of mobile apps

Authors: Hsin-Hui Lin; Timmy H. Tseng; Yi-Shun Wang; Shih-Han Liu

Addresses: Department of Distribution Management, National Taichung University of Science and Technology, Taichung 404, Taiwan ' Department of Information Management, National Changhua University of Education, Changhua 500, Taiwan ' Department of Information Management, National Changhua University of Education, 2, Shi-da Road, Changhua 500, Taiwan ' Department of Distribution Management, National Taichung University of Science and Technology, Taichung 404, Taiwan

Abstract: The main purpose of this study is to build a dual-path communication model for mobile apps by integrating the elaboration likelihood model (ELM) and the dual-mediation model. This study explores the effects of image relevance and argument quality on ad cognition, brand cognition, ad attitude, brand attitude, and the subsequent purchase intention in the context of mobile apps. Further, we compare the communication routes between high-involvement individuals and low-involvement ones. Based on a 2 × 2 factorial design, we manipulate 'argument quality' and 'image relevance' to evaluate their effects in the context of mobile apps. The findings provide important theoretical and practical implications for mobile marketing.

Keywords: mobile apps; image relevance; argument quality; ELM; elaboration likelihood model; dual-mediation model.

DOI: 10.1504/IJMC.2018.095146

International Journal of Mobile Communications, 2018 Vol.16 No.6, pp.644 - 668

Received: 07 Aug 2016
Accepted: 28 Sep 2017
Published online: 01 Oct 2018 *

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