Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/43002
Title: Mobile advertising: An empirical study of advertising response and search behavior
Authors: Goh, K.Y. 
Chu, J. 
Soh, W.
Keywords: Advertising response
Information search
Mobile advertising
Issue Date: 2009
Source: Goh, K.Y.,Chu, J.,Soh, W. (2009). Mobile advertising: An empirical study of advertising response and search behavior. ICIS 2009 Proceedings - Thirtieth International Conference on Information Systems. ScholarBank@NUS Repository.
Abstract: Although businesses are increasing their mobile advertising budgets, its strategic value and effectiveness have not been investigated in depth. Using data from an automobile advertisement campaign, we focus on investigating the efficacy of mobile advertising in terms of consumers' response to sign up for a car test drive in relation to their search behavior. We propose and estimate an empirical model of advertising response and search behaviors based on a panel-level random-effects specification of simultaneous binary logit and Poisson count models. We find that users' reactions to the advertiser's target response are related to a) the depth and breadth of information search, b) contents viewed in each session, c) the number of return session visits and session durations. The sensitivities of advertising response to the numbers of informative and persuasive ad views, the numbers of images and characters viewed are higher during the campaign's focal event of a car show.
Source Title: ICIS 2009 Proceedings - Thirtieth International Conference on Information Systems
URI: http://scholarbank.nus.edu.sg/handle/10635/43002
Appears in Collections:Staff Publications

Show full item record
Files in This Item:
There are no files associated with this item.

Page view(s)

109
checked on Dec 16, 2017

Google ScholarTM

Check


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.