Jihoon (Jay) Kim and Phua, Joe, “Why Do Consumers Use Branded Mobile Apps? A Structural Equation Model Examining Motivations and Concerns Influencing Consumers’ Branded Mobile App Usage,” Accepted for presentation at the American Academy of Advertising (AAA) Annual Conference, March 2017, Boston, MA.
Abstract: Applying Technology Acceptance Model (TAM), this study examined motivations for consumers’ use of mobile apps, and concerns arising from their actual usage. A proposed model, tested using structural equation modeling with a convenience sample of 386 mobile app users, consisted of five types of motivations (i.e., usefulness, convenience, personalization, innovativeness, and social influence) and two types of concerns (i.e., security concerns and technical barriers). Results revealed that usefulness, convenience, and social influence had a significant positive effect, while technical barriers had a significant negative effect, on actual usage of mobile apps. Given these results, theoretical and managerial implications are discussed.
Abstract: This study examined the relationships between endorser type (celebrities, regular people, products only) on e-cigarette Instagram brand pages, identification, source credibility, attention to social comparison, health consciousness, and SNS use, on attitudes towards e-cigarettes and e-cigarette smoking intentions. Results of a between-subjects experiment revealed that celebrity endorsers resulted in significantly more positive attitudes towards […]
Abstract: This paper presents the case of Black Girls RUN! (BGR), an Atlanta-based organization and social movement with a grassroots and community-driven approach to changing fitness-related ideology and health outcomes within the Black community. Using an interdisciplinary approach built built upon tenets of media studies, cultural studies, Black Feminist Thought, and health promotion theory, this […]