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The Power of Interactive Mobile Advertising: How Self-brand Congruity Shapes Brand Engagement in Self-concept

Luan-Thanh Nguyen et al.

Journal of Creative Communications2025https://doi.org/10.1177/09732586251359718article
ABDC C
Weight
0.48

What the paper says

Mobile advertising is the primary strategy of mobile marketing for maintaining competitiveness, influencing sales and engaging customers in the marketplace. This investigation of the interactivity of brand mobile advertising and its impact on brand value experiences, self-brand congruity and brand engagement is a substantial step forward in the comprehension of consumer behaviour in the digital marketing environment. The objectives of this study were achieved by recruiting 317 individuals who possess mobile devices and have experience viewing mobile advertising, based on purposive sampling. The findings of this study indicate that the dimensions of mobile brand communication, synchronicity and controllability are essential for improving consumer engagement and brand experiences. Consequently, these factors influence self-brand congruity and behaviours towards the brand. This study investigates the impact of reflectively measured second-order constructs of brand mobile advertising interactivity on brand value experiences from the customers’ perspective, thereby influencing self-brand congruity and brand engagement in self-concept, thereby addressing voids in the literature. Additionally, this investigation provides numerous managerial ramifications for optimising brand engagement and customer experiences through mobile advertising interactivity.

5 citations

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https://doi.org/https://doi.org/10.1177/09732586251359718

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@article{luan-thanh2025,
  title        = {{The Power of Interactive Mobile Advertising: How Self-brand Congruity Shapes Brand Engagement in Self-concept}},
  author       = {Luan-Thanh Nguyen et al.},
  journal      = {Journal of Creative Communications},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1177/09732586251359718},
}

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Evidence weight

0.48

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.41 × 0.4 = 0.16
M · momentum0.63 × 0.15 = 0.09
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.