A dual-path communication model for the context of mobile apps
A dual-path communication model for the context of mobile apps is a scholarly work, published in 2018 in ''International Journal of Mobile Communications''. The main subjects of the publication include path, mediation, cognition, quality, psychology, technology acceptance model, argument, mobile app, glossary of archaeology, relevance, human–computer interaction, customer relationship management, path analysis, dual, elaboration likelihood model, and computer science. The study explores the effects of image relevance and argument quality on ad cognition, brand cognition, ad attitude, brand attitude, and the subsequent purchase intention in the context of mobile apps.