Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/339672 
Year of Publication: 
2022
Citation: 
[Journal:] ASEAN Marketing Journal [ISSN:] 2356-2242 [Volume:] 14 [Issue:] 1 [Year:] 2022 [Pages:] 33-52
Publisher: 
Faculty of Economics and Business, Universitas Indonesia, Depok
Abstract: 
Manuscript type: Research Article Research Aims: Kim's previous study proposed a web advertising model such as personalization and flow theory toward purchase intention and its antecedents. The current research will re-assess the model in Indonesia. Design/methodology/approach: Using Structural Equation Modelling (SEM) toward 211 respondents Research Findings: This study showed that credibility is insignificant to advertising value and flow experience, and entertainment and incentives are insignificant to flow experience. Thus, informativeness is insignificant to advertising value and flow experience. Hence irritation is also insignificant to advertising value and flow experience. However, personalization showed a significant effect on flow experience but insignificant toward advertising value. Theoretical Contribution/Originality: Insignificant effect of the web advertising model, such as personalization and flow theory toward purchase intention and its antecedents Practitioner/Policy Implication: The promotion process on smartphone media to implement the web advertising model.
Subjects: 
Replication
Advertising
Flow Experience
Smartphone
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by-sa Logo
Document Type: 
Article

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