Articles

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

J. KIM, J. W. LEE, S. JO, J. JUNG, J. KANG

Journalism & Mass Communication Quarterly

2015, vol. 92(1), n°1, pp.179-198

Départements : Management et Ressources Humaines

Mots clés : Media, Context, Advertisements, Communication, Readership, Predictors, Students, Model, Self

http://jmq.sagepub.com/content/92/1/179.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 discussed.


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