Understanding the Impact of Media Engagement on the Perceived Value and Acceptance of Advertising Within Mobile Social Networks

ABSTRACT

Mobile social networks (MSNs) have been adopted as an innovative advertising channel. This study proposes a conceptual model to explore the antecedents of MSN engagement and test the relationship between MSN engagement and advertising effectiveness. Results of an online survey discover that utilitarian motivation, mobile convenience, and contextual perceived value (CPV) significantly predict one's engagement with MSN apps. Moreover, MSN engagement positively influences perceived advertising value, which in turn predicts consumers' intention to accept advertisements in MSNs. As the first one to investigate media engagement in the context of mobile social media, this study provides significant implications for both advertising researchers and practitioners.

KEYWORDS:

• Mobile social networks (MSNs)
• media engagement
• utilitarian motivation
• mobile convenience
• contextual perceived value
• advertising acceptance
• advertising value

Acknowledgments

The author would like to thank the three anonymous reviewers and editor Dr. Terry Daugherty for their invaluable assistance during the review process.