How to Design Mobile Advertising:A Field Experiment with Wireless Telecommunication Technology

摘要：

　　Although mobile advertising seemingly offers practitioners tremendous potential given the ubiquitous nature of reaching subscribers anywhere,we know very little about it.Base on field experiment data,the developed zero-inflated Poisson model reveals that distance,promotion and product type could affect sales impact of advertising while using wireless telecommunication technology.When estimating the model,we use latent instrument variable (LIV) approach to rule out possible endogeneity problem.The empirical results indicate that distance,promotion,product type trigger sales respectively,while only promotion increases sales amount.

关键词： telecommunication wireless telecommunication technology mobile advertising latent instrument variable (LIV)

作者: Jue Wang YanYan Xu Jiaolong Xue 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: 2010-2014

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）