Abstract
The flourishing of social media and smart devices make the style of advertising becomes diversified. Moreover, mobile advertising has further progress on revolution, which was called “So (social)-Lo (local)-Mo (mobile) advertising”. Therefore, how to design an attractive advertising game by these elements becomes important. The paper examines how SoLoMo advertising factors (entertainment, informativeness, credibility, and personalization) evaluate advertising effect through personality traits. Data was collected from 1,200 participants, mainly Taiwanese. Hierarchical regression are used in the statistical analysis. Result indicated that SoLoMo advertising factors have positive significant advertising effect. In addition, the result shows both of the openness to experience and extraversion of personality traits moderate the relationship between SoLoMo advertising factors and advertising effect. There are implications for the companies. First, companies are encouraged to provide much more entertainment, informativeness, credibility, and personalization factors in advertising. Second, this study provides evidence showing that companies should focus on the target customers’ traits of moderation effect of openness to experience and extraversion when considering the SoLoMo advertising factors toward advertising effect.