Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal ASEAN Marketing Journal
Santoso, Adhi S
Unknown Affiliation
Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Revisiting Integrated Mobile Advertising Model in Indonesia: A Replication Study Pradipta, Naufal; Santoso, Adhi S; Nelloh, Liza Agustina M
ASEAN Marketing Journal Vol. 14, No. 1
Publisher : UI Scholars Hub

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Manuscript type: Research Article Research Aims: Kim's previous study proposed a web advertising model such as personalization and flow theory toward purchase intention and its antecedents. The current research will re-assess the model in Indonesia. Design/methodology/approach: Using Structural Equation Modelling (SEM) toward 211 respondents Research Findings: This study showed that credibility is insignificant to advertising value and flow experience, and entertainment and incentives are insignificant to flow experience. Thus, informativeness is insignificant to advertising value and flow experience. Hence irritation is also insignificant to advertising value and flow experience. However, personalization showed a significant effect on flow experience but insignificant toward advertising value. Theoretical Contribution/Originality: Insignificant effect of the web advertising model, such as personalization and flow theory toward purchase intention and its antecedents Practitioner/Policy Implication: The promotion process on smartphone media to implement the web advertising model.
Co-Authors Nelloh, Liza Agustina M Pradipta, Naufal