Design Location-specific Advertising with Wireless Telecommunication Technology

摘要：

　　The heightened interest towards mobile advertising had resulted in the great concern among academic and industry circle.The literature of mobile advertising is accumulating.However,the stream of research is still in the development stage.Base on field experiment data,the developed binary logit regression model finds that distance,promotion and personalization could affect impact of advertising while using wireless telecommunication technology.The empirical results indicate that distance,promotion,personalization increase mobile application installation rate respectively,while only promotion increases mobile application installation rate.

关键词： telecommunication wireless communication technology mobile advertising location-specific binary Iogit regression

作者: Jiaolong Xue Pinjia Zou Jue Wang Zheng Fang

作者单位: School of Business,Sichuan University,Chengdu City,610064,China

会议类型: 国际会议

会议名称: 2013 2nd international Conference on Opto-Electronics Engineering and Materials Eesearch(2013第二届光电工程与材料研究国际会议)(OEMR2013)

会议地点: 郑州

会议语种:英文

页码: 2015-2018

在线出版日期: 2013-10-19（万方平台首次上网日期，不代表论文的发表时间）