Article
How functional and emotional ads drive smartwatch adoption
Internet Research
(2019)
Abstract
The purpose of this paper is to examine advertising strategies’ (functional vs emotional) influence on consumers’ evaluation and adoption of smartwatches by drawing on the elaboration likelihood model and the schema incongruity theory. Moderating effects of consumer characteristics (personal innovativeness and extraversion) on the value assessment and attitude relationship are also tested.
Disciplines
Publication Date
June 3, 2019
DOI
10.1108/IntR-12-2017-0534
Citation Information
Nina Krey, Stephanie Hui-Wen Chuah, Thurasamy Ramayah and Philipp A. Rauschnabel. "How functional and emotional ads drive smartwatch adoption" Internet Research Vol. 29 Iss. 3 (2019) p. 578 - 602 Available at: http://works.bepress.com/nina-krey/34/