Magazine Reading Experience and Advertising Engagement

Jooyoung Kim; Jungwon Lee; Samsup Jo; Jaemin Jung; Jaewon Kang

doi:10.1177/1077699014559914

Magazine Reading Experience and Advertising Engagement

Jooyoung Kim
, Jungwon Lee
, Samsup Jo
, Jaemin Jung
, Jaewon Kang

Department of Media Communication

University of Georgia
HEC School of Management
Sookmyung Women's University
Korea Advanced Institute of Science and Technology

Research output: Contribution to journal › Article › peer-review

31 Scopus citations

Abstract

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.

Original language	English
Pages (from-to)	179-198
Number of pages	20
Journal	Journalism and Mass Communication Quarterly
Volume	92
Issue number	1
DOIs	https://doi.org/10.1177/1077699014559914
State	Published - 1 Mar 2015

Keywords

Magazine advertising
advertising engagement
uses and gratification

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10.1177/1077699014559914

Cite this

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Magazine Reading Experience and Advertising Engagement

Abstract

Keywords

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