Developing customer product loyalty through mobile advertising: Affective and cognitive perspectives
作者：
Highlights：
• Mobile advertising is important for carrying out personalization with marketing effort.
• Consumer loyalty to the products is the target of mobile advertising.
• Expectation Confirmation Model arises for defining the structure of the research model.
• Elaboration Likelihood Model defines a behavior with two beliefs, affect with involvement and cognition with interactivity.
• Empirical results show important links for the research variables.
摘要
•Mobile advertising is important for carrying out personalization with marketing effort.•Consumer loyalty to the products is the target of mobile advertising.•Expectation Confirmation Model arises for defining the structure of the research model.•Elaboration Likelihood Model defines a behavior with two beliefs, affect with involvement and cognition with interactivity.•Empirical results show important links for the research variables.
论文关键词：Mobile advertising,Loyalty,Perceived usefulness,Affective,Cognitive
论文评审过程：Received 16 May 2018, Revised 29 December 2018, Accepted 29 December 2018, Available online 15 January 2019, Version of Record 15 January 2019.
论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2018.12.020
