Mobile Advertising Effectiveness: an Exploratory Study

2006 ◽  
Author(s):  
Dimitris Drossos
Keyword(s):  
Exploratory Study ◽  
Advertising Effectiveness ◽  
Mobile Advertising

scholarly journals THE IMPACT OF CONTEXTUAL MOBILE ADVERTISING ON CONSUMER PURCHASE INTENTION

2021 ◽  
Author(s):  
SONG-SONG ZHAO
Keyword(s):  
Purchase Intention ◽  
Past Research ◽  
Advertising Effectiveness ◽  
Mobile Advertising ◽  
Purchasing Intention ◽  
Development Direction ◽  
Contextual Advertising ◽  
Consumer Purchase Intention ◽  
The Impact ◽  
Practical Implications

Contextual mobile advertising, which has the advantages of strong interactivity and immersive experience, will be the development direction of Internet advertising in the future. Although past research has explored the effects of contextual mobile advertising, little research has studied the effect on consumers’ behavior from the perspective of contextual advertising traits. Thus, this study combined the Scene Theory and the Theory of Planned Behavior to construct the model of advertising effectiveness mechanism. By analyzing survey data from a representative sample of 340 mobile consumers, the validity of the model was proved. The results showed that contextual stimulation, contextual interaction, and content accuracy, as contextual factors in mobile advertising, can positively influence consumers’ attitudes toward mobile advertising, which in turn stimulate purchasing intention. The theoretical and practical implications of these findings were also discussed.

Enhancing Mobile Advertising Effectiveness in Turkey through Peer Influence

2013 ◽  
Vol 11 (4) ◽  
pp. 1-18
Author(s):  
Gözem Güçeri-Uçar
Keyword(s):  
Peer Influence ◽  
Strong Predictor ◽  
Mobile Marketing ◽  
Advertising Effectiveness ◽  
Unique Contribution ◽  
Mobile Advertising ◽  
Unified Framework ◽  
Marketing Campaign ◽  
Intention To Participate ◽  
The Relationship

This article aims to explain how involvement and peer influence may enhance mobile advertising effectiveness by increasing consumers’ intention to participate in SMS-based mobile marketing campaigns. Both individual and joint effects of these variables on marketing campaign participation intentions of Turkish consumers are analyzed. Findings indicate that involvement is not necessarily a strong predictor of campaign participation intentions in the context of mobile marketing. Peer influence, on the other hand, was shown to have a significant effect on intention to participate in an m-marketing campaign, as well as being a moderator of the relationship between involvement and campaign participation intention. A unique contribution of this study is the linking of involvement and peer influence in a unified framework to demonstrate how these two variables can jointly be used to increase m-marketing campaign participation numbers.

An Exploratory Study of the Effectiveness of Mobile Advertising

2017 ◽  
Vol 30 (4) ◽  
pp. 24-38 ◽  
Author(s):  
Jianping Peng ◽  
Juanjuan Qu ◽  
Le Peng ◽  
Jing Quan
Keyword(s):  
Bayesian Network ◽  
Logit Model ◽  
Exploratory Study ◽  
Large Data ◽  
Income Level ◽  
Mobile Advertising ◽  
Bayesian Network Model ◽  
Data Set ◽  
Regional Income ◽  
Advertising Company

This study examines factors related to the effectiveness of mobile advertising. Using a large data set with 115,899 records of ad tap-through from a mobile advertising company in China, the authors identify that the influencing factors for advertisement tap through are application type, mobile operators, scrolling frequency, and regional income level. They use a logit model to analyze how the probability of advertisement tap through is related to the identified factors. The results show that application type, mobile operators, scrolling frequency, and the regional income level are positively correlated with the likelihood whether users would tap on certain types of advertising. In addition, they use the Bayesian network model to estimate the conditional probability for a user to tap on an advertisement in an application after the user already taps on another advertisement in the same application. Based on the findings, the authors propose strategies for mobile advertisers to engage in effective and targeted mobile advertising.

scholarly journals Mobile advertising effectiveness

2007 ◽  
Author(s):  
Δημήτριος Δρόσος
Keyword(s):  
Advertising Effectiveness ◽  
Mobile Advertising
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