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Magazine Reading Experience and Advertising Engagement: A Uses and Gratifications Perspective
- Authors
- Kim, Jooyoung; Lee, Jungwon; Jo, Samsup; Jung, Jaemin; Kang, Jaewon
- Issue Date
- Mar-2015
- Publisher
- SAGE PUBLICATIONS INC
- Keywords
- magazine advertising; advertising engagement; uses and gratification
- Citation
- JOURNALISM & MASS COMMUNICATION QUARTERLY, v.92, no.1, pp 179 - 198
- Pages
- 20
- Indexed
- SSCI
SCOPUS
- Journal Title
- JOURNALISM & MASS COMMUNICATION QUARTERLY
- Volume
- 92
- Number
- 1
- Start Page
- 179
- End Page
- 198
- ISSN
- 1077-6990
2161-430X
- 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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Related Researcher
- Kang, Jae Won
- College of the Social Science (Department of Social Communication)