TY - GEN
T1 - The effect of repeated ad exposure and physical avoidance on consumers'mobile ad response
AU - Han, Yoon
AU - Goh, Khim Yong
AU - Kim, Seung Hyun
AU - Phan, Tuan Quang
PY - 2014
Y1 - 2014
N2 - Opt-in mobile advertisement platform services are increasingly popular. In this paper, we explore how repeated ad exposure and physical avoidance influence consumers' responses to mobile ads. Using a unique panel-level data of 1,193,131 million users from Cash Slide, a Korean mobile advertising platform, we find that 1) repeated ad exposure and physical avoidance has a negative impact on a consumer's response to mobile ads; 2) information richness in a mobile ad has a negative impact on mobile users' response to ads; 3) the negative effect of a user's repeated exposures to a mobile ad and physical avoidance increases in magnitude when the advertisement involves a context of higher information richness. Our finding bridges the gap in the extant literatures by examining the impact of repeated ad exposure and avoidance on consumers' mobile ad response. Moreover, we provide practical implications to advertisers on the mobile platform.
AB - Opt-in mobile advertisement platform services are increasingly popular. In this paper, we explore how repeated ad exposure and physical avoidance influence consumers' responses to mobile ads. Using a unique panel-level data of 1,193,131 million users from Cash Slide, a Korean mobile advertising platform, we find that 1) repeated ad exposure and physical avoidance has a negative impact on a consumer's response to mobile ads; 2) information richness in a mobile ad has a negative impact on mobile users' response to ads; 3) the negative effect of a user's repeated exposures to a mobile ad and physical avoidance increases in magnitude when the advertisement involves a context of higher information richness. Our finding bridges the gap in the extant literatures by examining the impact of repeated ad exposure and avoidance on consumers' mobile ad response. Moreover, we provide practical implications to advertisers on the mobile platform.
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M3 - Conference contribution
AN - SCOPUS:85107714815
SN - 9781634396943
T3 - 35th International Conference on Information Systems "Building a Better World Through Information Systems", ICIS 2014
BT - 35th International Conference on Information Systems "Building a Better World Through Information Systems", ICIS 2014
PB - Association for Information Systems
T2 - 35th International Conference on Information Systems: Building a Better World Through Information Systems, ICIS 2014
Y2 - 14 December 2014 through 17 December 2014
ER -