Magazine Reading Experience and Advertising Engagement: A Uses and Gratifications Perspective

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Guided by the uses and gratifications theory, this study examines the structural relationships between a number of magazine reader experience factors and advertising engagement. The results from a survey of 507 female college students in South Korea suggest that personal experience, a second-order factor consisting of information, personal identification, and entertainment experiences, significantly influences advertising engagement, whereas the other factor, social experience, has no effect on advertising engagement. Theoretical and managerial implications are discussed.
Publisher
SAGE PUBLICATIONS INC
Issue Date
2015-03
Language
English
Article Type
Article
Keywords

MEDIA; CONTEXT; ADVERTISEMENTS; COMMUNICATION; READERSHIP; PREDICTORS; STUDENTS; MODEL; SELF

Citation

JOURNALISM & MASS COMMUNICATION QUARTERLY, v.92, no.1, pp.179 - 198

ISSN
1077-6990
DOI
10.1177/1077699014559914
URI
http://hdl.handle.net/10203/199111
Appears in Collection
MT-Journal Papers(저널논문)
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