TY - GEN
T1 - When and how to advertise? An empirical study on mobile ad response based on contextual factors
AU - Laddaran, Janine Anne T.
AU - Park, Jaecheol
AU - Im, Il
N1 - Publisher Copyright:
© 2020 26th Americas Conference on Information Systems, AMCIS 2020. All rights reserved.
Copyright:
Copyright 2020 Elsevier B.V., All rights reserved.
PY - 2020
Y1 - 2020
N2 - Mobile technologies have enabled marketers to target consumers anywhere and anytime. However, as consumers react and respond differently depending on what situation they are in, there is an apparent need to determine when, where, and what kind of advertisement is most relevant to the consumer. Prior studies have found evidence on the influence of contextual factors such as location, time, and consumer behavior to the effectiveness of mobile ads but there has been little empirical evidence that examines contextual factors simultaneously. This paper proposes a holistic approach to examine the response of consumers when faced with two types of contextual factors (environmental and consumer contexts) through the lens of the Mobile Advertising Effectiveness Framework. Additionally, the influence of advertisement type (push- vs. pull-based) to these factors, along with the interactions among the variables are also investigated to determine which factors elicit the best response from consumers.
AB - Mobile technologies have enabled marketers to target consumers anywhere and anytime. However, as consumers react and respond differently depending on what situation they are in, there is an apparent need to determine when, where, and what kind of advertisement is most relevant to the consumer. Prior studies have found evidence on the influence of contextual factors such as location, time, and consumer behavior to the effectiveness of mobile ads but there has been little empirical evidence that examines contextual factors simultaneously. This paper proposes a holistic approach to examine the response of consumers when faced with two types of contextual factors (environmental and consumer contexts) through the lens of the Mobile Advertising Effectiveness Framework. Additionally, the influence of advertisement type (push- vs. pull-based) to these factors, along with the interactions among the variables are also investigated to determine which factors elicit the best response from consumers.
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M3 - Conference contribution
AN - SCOPUS:85097720619
T3 - 26th Americas Conference on Information Systems, AMCIS 2020
BT - 26th Americas Conference on Information Systems, AMCIS 2020
PB - Association for Information Systems
T2 - 26th Americas Conference on Information Systems, AMCIS 2020
Y2 - 10 August 2020 through 14 August 2020
ER -