When and how to advertise? An empirical study on mobile ad response based on contextual factors

Janine Anne T. Laddaran, Jaecheol Park, Il Im

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

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.

Original languageEnglish
Title of host publication26th Americas Conference on Information Systems, AMCIS 2020
PublisherAssociation for Information Systems
ISBN (Electronic)9781733632546
Publication statusPublished - 2020
Event26th Americas Conference on Information Systems, AMCIS 2020 - Salt Lake City, Virtual, United States
Duration: 2020 Aug 102020 Aug 14

Publication series

Name26th Americas Conference on Information Systems, AMCIS 2020

Conference

Conference26th Americas Conference on Information Systems, AMCIS 2020
CountryUnited States
CitySalt Lake City, Virtual
Period20/8/1020/8/14

Bibliographical note

Publisher Copyright:
© 2020 26th Americas Conference on Information Systems, AMCIS 2020. All rights reserved.

All Science Journal Classification (ASJC) codes

  • Computer Science Applications
  • Information Systems
  • Computer Networks and Communications
  • Library and Information Sciences

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