Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/139070
Title: ROLE OF CONTEXTUAL MARKETING PRACTICE ON A CONSUMER?S MOBILE AD RESPONSE BEHAVIOR
Authors: YOON HAN
Keywords: Mobile Marketing, Contextual Marketing, Image Sentimental Analysis, Mental Stress, Consumer Behavior, Econometrics
Issue Date: 2-Aug-2017
Citation: YOON HAN (2017-08-02). ROLE OF CONTEXTUAL MARKETING PRACTICE ON A CONSUMER?S MOBILE AD RESPONSE BEHAVIOR. ScholarBank@NUS Repository.
Abstract: Despite various potential opportunities, marketers are still facing significant challenges in leveraging mobile platforms effectively for marketing campaigns. Based on two prominent research gaps in the existing literature, this thesis develops two studies. The first study examines the role of affective factors on mobile ad response behaviors by focusing on 1) how emotional dimensions such as valence and arousal levels extracted from mobile ad images, and 2) how the effect of weather conditions, as a predictor for individuals' moods, influence a consumer's response to mobile ads. The second study investigates how a condition of high mental stress as a situational contextual factor may influence a consumer's mobile ad response behavior. I further examine which type of executional ad formats between an emotional ad appeal and an informational ad appeal in a mobile advertising context is more effective in enhancing the ad performance for an individual under a stressful situation.
URI: http://scholarbank.nus.edu.sg/handle/10635/139070
Appears in Collections:Ph.D Theses (Open)

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