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.
Keywords magazine advertising, advertising engagement, uses and gratificationAmid the ups and downs of so-called "new advertising" in cutting-edge media, magazine advertising has remained strong. According to the data collected by the Association of Magazine Media, 91% of all adults and 96% of adults under 25 in the United States read print or digital magazines, the top twenty-five magazines reach a larger audience than the top twenty-five prime-time TV programs, and magazine readership remains
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