An Explorative Study of the Effectiveness of Mobile Advertising

摘要：

　　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, we identify that the influencing factors for ad tap through are application type, mobile operators, scrolling frequency, and the regional income level.We use a logit model to analyze how the probability of ad tap through is related to the identified factors.The results show that application type, mobile operators, scrolling frequency, and the regional income level all have significant effects on the likelihood whether users would tap on certain types of advertising.Based on the findings, we propose strategies for mobile advertisers to engage in effective and targeted mobile advertising.

关键词： mobile advertising tap through,targeted marketing advertising pushing strategies

作者: Jianping Peng Jing Quan Wenbin Yiao Le Peng

作者单位: Xinhua college of Sun Yat-sen University;Sun Yat-Sen Business School, Sun Yat-sen University Franklin P.Perdue School of Business, Salisbury University Sun Yat-Sen Business School, Sun Yat-sen University School of Mathematics and Information Science, Guangzhou University

会议类型: 国际会议

会议名称: The Thirteenth Wuhan International Conference on E-Business(第十三届武汉电子商务国际会议)(WHICEB2014)

会议地点: 武汉

会议语种:英文

页码: 213-220

在线出版日期: 2014-05-31（万方平台首次上网日期，不代表论文的发表时间）