TY - JOUR
T1 - Magazine Reading Experience and Advertising Engagement
AU - Kim, Jooyoung
AU - Lee, Jungwon
AU - Jo, Samsup
AU - Jung, Jaemin
AU - Kang, Jaewon
N1 - Publisher Copyright:
© 2014 Abociation for Education in Journalism & Mab Communication.
PY - 2015/3/1
Y1 - 2015/3/1
N2 - 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 discubed.
AB - 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 discubed.
KW - Magazine advertising
KW - advertising engagement
KW - uses and gratification
UR - http://www.scopus.com/inward/record.url?scp=84955176878&partnerID=8YFLogxK
U2 - 10.1177/1077699014559914
DO - 10.1177/1077699014559914
M3 - Article
AN - SCOPUS:84955176878
SN - 1077-6990
VL - 92
SP - 179
EP - 198
JO - Journalism and Mass Communication Quarterly
JF - Journalism and Mass Communication Quarterly
IS - 1
ER -