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Which products are best suited to mobile advertising? A field study of mobile display advertising effects on consumer attitudes and intentions

Abstract:

Mobile advertising is one of the fastest-growing advertising formats. In 2013, global spending on mobile advertising was approximately $16.7 billion, and it is expected to exceed 62.8 billion dollars by 2017. The most prevalent type of mobile advertising is mobile display advertising (MDA), which takes the form of banners on mobile web pages and in mobile applications. This article examines which product characteristics are likely to be associated with MDA campaigns that are effective in incr...

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Publication status:
Published
Peer review status:
Peer reviewed

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Publisher copy:
10.1509/jmr.13.0503

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Institution:
University of Oxford
Division:
SSD
Role:
Author
Publisher:
American Marketing Association
Journal:
Journal of Marketing Research More from this journal
Volume:
51
Issue:
3
Pages:
270-285
Publication date:
2014-06-01
DOI:
EISSN:
1547-7193
ISSN:
0022-2437
Language:
English
Keywords:
Pubs id:
pubs:578825
UUID:
uuid:1dad39ac-fa9e-437a-a0a9-93429fa34ace
Local pid:
pubs:578825
Source identifiers:
578825
Deposit date:
2015-12-07

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