Examining and Extending Advertising's Dual Mediation Hypothesis to a Branded Mobile Phone App

Advertising's dual mediation hypothesis (DMH) is an important model predicting the relationships among antecedent variables and advertising outcomes. The results of the study reported here extend this theory to a mobile phone branded app. Structural equation modeling with data collected from 277 Millennial participants showed that the DMH was the best-fitting model for explaining attitude toward the app among four competing models. Furthermore, an extended DMH, with an “intention to continue using the app” construct, was found to offer a superior fit over four other extended models and a better model than the traditional DMH.