Abstract
This paper examines how transit riding fundamentally affects consumer responses to mobile ads. On the basis of theoretical frameworks on time perception (Hornik and Zakay 1996), we illuminated the contextual particularity of temporal captivity. By analyzing field experiment data from a large mobile payment provider, we identified that ad receptivity among mobile users is higher under captive transit conditions. We also found that passenger targeting can foster greater enhancement in ad effectiveness when additional temporal conditions are achieved. Temporally proximal distribution from boarding, long travel times, time instability, and contingent deviations to routine positively moderate stronger contextual effects. Further analysis revealed that those moderators operate differently between routine and non-routine travel routes. Our results accord with the theoretical intuition drawn from the time perception framework. Researchers and practitioners can equally benefit from our findings given that they expand the purview of context-based targeting and provide wide-ranging opportunities for effective advertising.
| Original language | English |
|---|---|
| Title of host publication | International Conference on Information Systems 2018, ICIS 2018 |
| Publisher | Association for Information Systems |
| ISBN (Electronic) | 9780996683173 |
| Publication status | Published - 2018 Jan 1 |
| Event | 39th International Conference on Information Systems, ICIS 2018 - San Francisco, United States Duration: 2018 Dec 13 → 2018 Dec 16 |
Publication series
| Name | International Conference on Information Systems 2018, ICIS 2018 |
|---|
Conference
| Conference | 39th International Conference on Information Systems, ICIS 2018 |
|---|---|
| Country | United States |
| City | San Francisco |
| Period | 18/12/13 → 18/12/16 |
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All Science Journal Classification (ASJC) codes
- Computer Science Applications
- Statistics, Probability and Uncertainty
- Library and Information Sciences
- Applied Mathematics
Cite this
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Captive targeting : A field study on mobile transit advertising. / Hong, Jinpyo; Im, Il.
International Conference on Information Systems 2018, ICIS 2018. Association for Information Systems, 2018. (International Conference on Information Systems 2018, ICIS 2018).Research output: Chapter in Book/Report/Conference proceeding › Conference contribution
TY - GEN
T1 - Captive targeting
T2 - A field study on mobile transit advertising
AU - Hong, Jinpyo
AU - Im, Il
PY - 2018/1/1
Y1 - 2018/1/1
N2 - This paper examines how transit riding fundamentally affects consumer responses to mobile ads. On the basis of theoretical frameworks on time perception (Hornik and Zakay 1996), we illuminated the contextual particularity of temporal captivity. By analyzing field experiment data from a large mobile payment provider, we identified that ad receptivity among mobile users is higher under captive transit conditions. We also found that passenger targeting can foster greater enhancement in ad effectiveness when additional temporal conditions are achieved. Temporally proximal distribution from boarding, long travel times, time instability, and contingent deviations to routine positively moderate stronger contextual effects. Further analysis revealed that those moderators operate differently between routine and non-routine travel routes. Our results accord with the theoretical intuition drawn from the time perception framework. Researchers and practitioners can equally benefit from our findings given that they expand the purview of context-based targeting and provide wide-ranging opportunities for effective advertising.
AB - This paper examines how transit riding fundamentally affects consumer responses to mobile ads. On the basis of theoretical frameworks on time perception (Hornik and Zakay 1996), we illuminated the contextual particularity of temporal captivity. By analyzing field experiment data from a large mobile payment provider, we identified that ad receptivity among mobile users is higher under captive transit conditions. We also found that passenger targeting can foster greater enhancement in ad effectiveness when additional temporal conditions are achieved. Temporally proximal distribution from boarding, long travel times, time instability, and contingent deviations to routine positively moderate stronger contextual effects. Further analysis revealed that those moderators operate differently between routine and non-routine travel routes. Our results accord with the theoretical intuition drawn from the time perception framework. Researchers and practitioners can equally benefit from our findings given that they expand the purview of context-based targeting and provide wide-ranging opportunities for effective advertising.
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M3 - Conference contribution
AN - SCOPUS:85062567485
T3 - International Conference on Information Systems 2018, ICIS 2018
BT - International Conference on Information Systems 2018, ICIS 2018
PB - Association for Information Systems
ER -