A pilot study of Mobile Media Engagement: The Effect of Context on Consumer Response to Advertising

Abstract

The arrival of content rich media has changed the way that people consume news and interact with it. Smartphones features drive user value and satisfaction. These features can lead to further mobile user engagement. Nowadays, smartphone news apps are considered one of the main ways for accessing news, and they have higher level of engagement than traditional media. As well as, media engagement plays a major role in advertising effectiveness and the consumers response to advertising. This research proposal intends to redefine engagement concept in a way that represents knowledge differences (preferences) and dependencies (consequences) in consuming media content. The effect of context and subjective experience in media are discussed widely, and both of them affect the engagement outcomes in the context of mobile news consumption. The theoretical foundation of the research is based on uses and gratifications theory, congruency theory and the concept of context appreciation. The research aims to explore the impact of media engagement on consumers response to advertising, the study adopts the subjective approach. The research method is qualitative in order to understand experiences of individuals within the context of smartphone news apps, based on the social constructivism perspective. A pilot study has been implemented in order to test the accuracy and precision of the collection data instruments. This study provides different perspectives that might open new horizons for academics and practitioners in the advertising industry.



Author Information
Shadi Badawood, Hull University Business School, United Kingdom

Paper Information
Conference: MediAsia2016
Stream: Advertising, Marketing, & Public Relations

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Posted by amp21