Mobile Advertising Research Articles

Mobile Media Usage Patterns, Advertising Type Preference, Traits of Advertising, and Mobile Advertising Effects: A Case of South-Eastern Korean Residents

Mobile Media Usage Patterns, Advertising Type Preference, Traits of Advertising, and Mobile Advertising Effects: A Case of South-Eastern Korean Residents

A meta-analytic review of mobile advertising research

Adopting a meta-analysis approach, this study synthesises the quantitative literature on mobile advertising and proposes a meta-analytic conceptual model that shows the frequently studied variables in the literature. We performed a bivariate and a multivariate meta-analysis to examine the association between the antecedents, attitude, and intention to receive mobile advertisements. The findings show that personalisation, entertainment, credibility, and informativeness are positively associated with customer attitudes towards receiving mobile advertisements while irritation is negatively associated with it. Attitudes have a positive relationship with intention to receive mobile advertising. To investigate the possible reasons for inconsistent findings, we performed a moderation analysis. The findings provide insightful recommendations to mobile advertisers to design effective mobile advertisements that can trigger positive customer attitudes and intention to receive mobile advertisements. Academically, this meta-analysis shows the most influencing factors that trigger positive customer attitudes towards receiving mobile advertisements. Furthermore, it explains the possible reasons for inconsistent findings of the previous studies. Accordingly, it contributes to the mobile advertising literature.

Research and Implementation of Mobile Advertising System Based on Location Service

A Location Based Mobile Advertising is an information and entertainment service, accessible through Smartphones through the ability to use the location of mobile phones. Marketers should be allowed to publish and classify ads according to the consumer interests. If information is not available voluntarily in the short term, Then the consumers Interest may be lost in order to purchase the products. They need to find more information and location without having to make a lot of effort. The Location-Based Mobile Advertising service allows customers to receive advertiser details such as their Location, discounts, and product descriptions. This service also provides information about the nearest tourist destinations according to their location.

Mobile advertising: A systematic literature review and future research agenda

AbstractThe purpose of this research is to review the extant literature on mobile advertising systematically and to carry out a comprehensive analysis of research in this emerging field. Accordingly, this paper synthesises the literature on mobile advertising in terms of theories, contexts, characteristics and methodology to analyse the development of mobile advertising research over time. The literature review shows that mobile advertising research has transitioned from text message‐based SMS advertisements into internet‐based smartphone advertising. Furthermore, based on the synthesis, we have developed a conceptual framework that shows the antecedents, mediators and consequences of mobile advertising. Additionally, we have identified some overlooked areas and proposed some insightful research directions to advance this field of research. This review contributes to the mobile marketing literature, specifically to the mobile advertising literature.

Quad division prototype selection-based k-nearest neighbor classifier for click fraud detection from highly skewed user click dataset

In online advertising, the user-clicks dataset based fraudulent publishers’ classification models exhibit poor performance due to high skewness in class distribution of the publishers. The nearest-neighbor based classification techniques are popularly used to reduce the impact of class skewness on performance. The Nearest-Neighbor techniques use Prototype Selection (PS) methods to select promising samples before classifying them for reducing the size of training data. Although Nearest-Neighbor techniques are simple to use and reduce the negative impact of the loss of potential information, they suffer from higher storage requirements and slower classification speed when applied on datasets with skewed class distributions. In this paper, we propose a Quad Division Prototype Selection-based k-Nearest Neighbor classifier (QDPSKNN) by introducing quad division method for handling uneven class distribution. The quad-division divides the data into four quartiles (groups) and performs controlled under-sampling for balancing class distribution. It reduces the size of the training dataset by selecting only the relevant prototypes in the form of nearest-neighbors. The performance of QDPSKNN is evaluated on Fraud Detection in Mobile Advertising (FDMA) user-click dataset and fifteen other benchmark imbalanced datasets to test its generalizing behaviour. The performance is also compared with one baseline model (k-NN) and four other prototype selection methods such as NearMiss-1, NearMiss-2, NearMiss-3, and Condensed Nearest-Neighbor. The results show improved classification performance with QDPSKNN in terms of precision, recall, f-measure, g-mean, reduction rate and execution time, compared to existing prototype selection methods in the classification of fraudulent publishers as well as on other benchmark imbalanced datasets. Wilcoxon signed ranked test is conducted to demonstrate significant differences amid QDPSKNN and state-of-the-art methods.

Poe in Cyberspace: When Pokerishness Went Viral

Poe in Cyberspace: When <i>Pokerishness</i> Went Viral

Sustainable Value Co-Creation in Mobile Advertising in Cellular Telecommunication Industry: A Conceptual Framework

The growth of Mobile Internet services has changed the paradigm of telecommunication consumers from information- oriented toward social to communication- oriented. This change makes customers as part of the digital society, especially in Mobile Advertising services. Along with this change and the requirement for the company to win the competition, telecommunication providers must develop a business model of Mobile Advertising as a 'stage' that is easily accessible to all interested customers to this facility. In the concept of Service Dominant Logic, the company has no longer as a full control of value creation, but it must involve the customer in the process of value co-creation. The purpose of this research is to understandnding the landscape of Mobile Advertising services in telecommunication industry, understanding the existing model that can be build a model of Mobile Advertising services in the telecommunication industry, and understanding Mobile Advertising will influence on the value co-creation of the brand and corporate image. The research method using survey, exploratory, and systematic review. The research develops a model from the model of attributes and benefits of online community, model Consumer Engagement, model Attitude Toward Online Ads and model of Click Through Rate (CTR). Keywords: value co-creation, mobile advertising, consumer engagement, attitude toward online ads, click through rate (CTR)

Mobile Advertising to Hispanic Digital Natives

Besides being the second largest ethnic group in the United States, Hispanics are the youngest major ethnic group. As a result, Hispanic consumers are emerging as a robust market segment. Young Hispanic consumers are part of the generation known as Digital Natives. This emerging generation has acclimated to their surrounding culture, resulting in different behavior than their ancestors. It is common for them to use their mobile devices to gather product information and make purchases. The findings of this study reveal that the advertising preferences of Hispanic Digital Natives reflect a practical orientation. They want to know how a product works and how it will benefit them. ‘Real life’ scenarios are preferred over unrealistic ones. This group would rather an ad reflect their status as ‘young adult consumers’ instead of ‘Hispanic consumers’. Recommendations are provided to help marketers create mobile advertising that will resonate with Hispanic Digital Natives.

Factors Affecting Location-Based Mobile Advertising Effects: An Integrative Perspective

Design/methodology/approach: In this conceptual article, previous research on LBMA effects are examined and synthesized, and the hypothesized, integrative model of the factors affecting these effects is developed. Findings: A growing body of research is dedicated to identifying the communication effects of LBMA and the factors affecting them. Based on the results of that research and utilizing an integrative approach, six groups of variables were distinguished as the contextual framework for further studies on LBMA effects. Research limitations/implications: The research proposition needs further literature studies and empirical testing. It implies research on the potential impact of various factors on LBA effects, such as multiple consumer traits and behaviors, situational context or marketing actions. The suggestions for further research are presented in the article. Practical implications: According to forecasts, the contextual advertising, primarily LBMA, will be growing in the future in terms of expenditures and its significance in the integrated marketing communications. Identifying the factors affecting the effects of LBMA will help practitioners to tailor advertising messages to the target customers’ location and to improve the effectiveness of their communication programs. Originality/value: This article synthesizes the results of the previous research on the effects of LBMA and proposes an integrative contextual framework reflecting the hypothesized relationships between the groups of variables and LBMA effects.

The role of attitude toward chatbots and privacy concern on the relationship between attitude toward mobile advertising and behavioral intent to use chatbots

Chatbots are technological tools equipped with artificial intelligence that allow companies to interact with their consumers. Through their computers or mobile devices, consumers can use this technology to search for information, make purchases or request after-sales services. This study aims to identify the role of attitude toward chatbots and privacy concern in the relationship between attitude toward mobile advertising and behavioral intent to use chatbots. After reviewing the literature, the study proposes a moderated mediation model. Through a survey, the study shows that attitude toward mobile advertising does not have a direct effect on the behavioral intent to use chatbot, but is rather mediated by one’s attitude toward chatbots. In fact, the interactivity is unidirectional in the case of mobile advertising (from the company to the consumer), but bidirectional in the case of chatbots (in which consumers have an active role in communication). In line with these assumptions, the data analysis shows that internet privacy concerns only negatively moderate the relationship between attitude toward chatbots and behavioral intent to use this technology. These results can be useful for companies and researchers in terms of developing and testing new digital marketing strategies. The paper concludes with a discussion of the results’ theoretical and managerial implications.

The Influence of Geolocated Mobile Coupons on Customer Behavior

Despite the growing interest in mobile advertising targeting smartphones' users from a business perspective, academic research is still scarce regarding the implementation of mobile coupons and their redemption in retail stores, especially when integrating the location dimension. This study is addressing the needs for new insights about customers' attitudes, considering the technological and social evolution of the use of smartphones. This article explores how product and retail managers can offer mobile coupon opportunities to increase coupon redemption among potential customers using smartphones, and potentially concerned with privacy issues. Through the theory of planned behavior, this study finds that geolocation is a relevant variable in mobile advertising for a conversion rate optimization. The results suggest that geolocation has a positive impact on behavioral intention and increases the likelihood of coupon redemption.

모바일 광고의 인터렉티브 형식의 효용성에 관한 연구

현대 사회에서 소비자들의 의사전달기능의 최고의 매체로 자리매김을 하고 있는 모바일 디바이스에서의 인터렉티브한 커뮤니케이션 매체로 두각을 보여주고 있는 SNS콘텐츠인 페이스북, 인스타그램, 유튜브의 특성과 나름의 그 기능을 찾아보고자 하였다. 이들 플랫폼은 가장 보편적인 이용자 현황을 보여주고 있으며 소셜 미디어 시장에서 영상미디어의 가치와 같은 생각과 행동을 보여주고 있는 이용자 간의 커뮤니케이션 플랫폼으로 IT기술의 발달과 스마트폰의 대중화, 그 기술적 발달로 인해 콘텐츠의 제작과 이용환경의 변화에 따라 전달자와 수용자간의 최고의 커뮤니케이션 매체로 자리를 잡고 있는 것이다. 전달자인 마케터의 입장에서 보면 광고메시지의 제작단가의 저렴화와 이를 수용한 수용자들의 적극적인 반응에 의한 제품과 서비스에 대한 소비자 반응의 수집과 1인 미디어 시대의 자기과시형 소비자들의 적극적 움직임에 따른 공유 활동을 통한 자발적 마케터로의 변화유도가능성에 의해 저비용과 고효율의 광고활동이 가능한 매체로 이용하고 있는 것이다. 수용자 또한 마케터에게 광고메시지에 대한 자신의 생각을 적극적으로 어필함으로서 새로운 소비, 합리적인 소비를 할 수 있는 정보를 획득할 수 있는 기회를 제공하고 있는 것이 바로 SNS플랫폼인 것이다. 향후 마케터들은 이를 SNS플랫폼을 이용한 적극적인 움직임을 통해 우호적인 생각을 가진 소비자 군을 세분화함으로서 타겟들과의 인터렉티브 커뮤니케이션을 진행할 수 있어 광고비용 절감과 광고효과 측정에 효율적인 진행을 할 수 있는 적극적 사고를 가진 매체로 이용할 수 있는 가능성에 대하여 알아보고자 한다.

D-AdFeed: A diversity-aware utility-maximizing advertising framework for mobile users

With the advance of the ubiquity of GPS-equipped smartphones, mobile advertising has become more prevalent and location-aware. In mobile advertising systems, vendors have limited budget, and mobile users have limited capacity to receive ads. Existing systems simply send users the ads with largest utility scores. Unfortunately, the major limitation of this approach is that, the ads received by a particular user may belong to the same category (e.g., Chinese Food, Shopping Mall). We argue that diversity is a very important feature for location-based advertising, since it helps users discover new places and activities. In this paper, we propose D-AdFeed, a diversity-aware mobile advertising framework that maximizes the overall utility of assigning ads to each user under the constraints that the ads received by a particular user should belong to different categories. We formulate the problem as a generalized multi-constraint multi-choice knapsack problem. and propose a genetic approach as well as a greedy algorithm to solve it. Moreover, we consider the online scenario of the problem and propose a dynamic hybrid mutation genetic algorithm for it. Experimental results show that our proposed algorithms outperform the brute-force optimal algorithm by at least an order of magnitude in terms of the running time while the relative error of the utility score is acceptable. In general, D-AdFeed improves the utility, diversity and efficiency of recommending the ads to mobile users.

The generation Z audience for in-app advertising

PurposeThe audience for in-app mobile advertising is comparable in size and viewing rate to that for TV but divides its attention across a highly fragmented selection of apps, each competing for advertiser revenue. In market, the assumption is that this audience is deeply segmented, allowing individuals to be contextually targeted on the apps that define their interests and needs. But that assumption is not supported by the Laws of Double Jeopardy and Duplication of Viewing which closely predict usage in most mass media. The purpose of this study is to benchmark in-app audiences against these laws to better understand market structure.Design/methodology/approachThe authors collected nearly 3,000 h of screen time data from a panel of Generation Z respondents and tested the predictive validity of two models against observed interactions with 23 popular apps in six categories over a week.FindingsResults show that contrary to industry assumptions, audience for in-app advertising is not segmented. Engagement on individual apps and audience sharing rates between apps and app formats is predicted well.Research limitations/implicationsOptimising in-app advertising for short-term activation only limits its potential for brand building. These findings encourage advertisers to schedule online campaigns for brand reach as well as sales lift, by advancing current understanding of audience behaviour.Originality/valueMany authors have called for consistency in metrics to compare on- and off-line media performance. This study bridges that gap, demonstrating how reach and frequency measures could inform digital scheduling.

Digital Readiness and Acceptance of Mobile Advertising

Current research suggests that individual readiness toward technology plays a significant factor in the acceptance of technology products and applications. However, the current measure of technology readiness is too general to be applicable to digital technologies and the accompanying disruption and lifestyle changes. We offer digital readiness that consists of attitudinal and action digital readiness as a specific measure of individual readiness toward digital technology. We tested the influence of both attitudinal and action digital readiness toward the acceptance of mobile advertising among 162 millennials aged between 17 and 24 years in Indonesia. The results show that digital readiness has a significant influence on the acceptance of mobile advertising among millennials. We contribute to the theory of the acceptance of digital mobile advertising by employing digital readiness within the technology acceptance model (TAM) model. Our managerial implications highlight mobile advertising strategies for targeting millennials.

An Empirical Analysis of Location-Based Mobile Advertising—Determinants, Success Factors, and Moderating Effects

The emergence of Location-Based Mobile Advertising (LBA) on mobile phones is a recent phenomenon that has profoundly changed consumers' shopping behavior. In this context, little is known about the influence of LBA on the purchasing intention of users. Based on the Theory of Reasoned Action (TRA) and the Privacy Calculus Theory (PCT), this study develops an impact model and empirically tests it using structural equation modeling (SEM) with data from 294 users in Germany of the PAYBACK mobile app. It was found that purchase intentions are influenced by the constructs “User Attitude towards LBA” and “Disclosure of Personal Information.” “User Attitude towards LBA” is dependent on how users perceive the various app functionalities. These effects are significantly enhanced by the app's “Location Context Quality.” The construct “Intention to disclose personal information” depends on the constructs “Perceived benefit” and “Perceived risks of disclosure of personal information,” while “Perceived benefit” is also enhanced by the “Location Context Quality” of the app.

Consumer attitude of 'Y' generation towards mobile advertising in Kuala Lumpur, Malaysia

In the age of information communication technology, there is a penetrating rate of mobile commerce interactivity and consumer reliance on faster and efficient information search for buying decision. This study conceptualises and tests a theoretical framework of consumer attitude towards mobile advertising, which mainly investigates the influence of entertainment, informativeness, irritation, and personalisation towards consumer attitude in engaging mobile advertising with the 'Y' generation in Malaysia. The model proposes that perception of positive or negative in entertainment, informativeness, irritation, and personalisation towards the advertising message received through mobile phone, on how it affects the consumer attitude. The target respondents consist of 298 Malaysian 'Y' generation, and the model was tested with Pearson's correlation, standard multiple regression, and partial correlation. The finding reveals significant relationships between entertainment and informativeness with consumer attitude, but irritation was found not significant for regression. Notably, the personalisation variable reveals as a moderator with entertainment, informativeness, irritation towards consumer attitude. Thus, this study accentuates the importance of entertainment, informativeness, and personalisation towards positive consumer attitude formation with mobile advertising, which can effectively capture Generation Y consumer purchase intention, leading to purchase decision on a particular brand.

Mobile advertising acceptance and use of mobile payment

An assessment was made on the factors that influence mobile trust, perceived usefulness and attitudes towards mobile advertising, factors that influence the intention to accept mobile advertising and the use of mobile payments. A total of 384 surveys were collected from mobile users from Ecuador and the conceptual model was tested with a confirmatory factor analysis (CFA) and structural equation modelling (SEM). The results showed that for there to be acceptance of mobile advertising and user intention to use mobile payment, companies must work to build trust in the mobile user. Recipients of messages from companies must feel that the advertising is useful and there must be a positive attitude on their part. This study provides valuable information for marketers and advertisers to understand how mobile advertising acceptance contributes to boost the use of mobile payment.

The acceptance of mobile advertising: a social or personal matter

This paper contributes to the extant literature on mobile advertising acceptance by extending the current TRA-based model to include the personal relevance of this form of advertising. The aim of this research was to investigate how social influence, represented by the subjective norms in the TRA model, and personal relevance play respective roles in influencing an individual's decision to embrace mobile advertising. The study involved male and female college students in Bandung aged between 18 and 25 years old (young millennials), which were reported by the Association of Advertising Companies in Indonesia to be the most attractive segment for mobile advertising. The findings indicate that millennials are attracted by the social trends of mobile advertising, but demonstrate independence in arriving at their final assessment of mobile advertising based on the personal relevance of this form of publicity.

Зміст і особливості реклами в умовах глобалізації

The paper summarizes modern views of scientists and marketing practitioners on the content and functions of advertising; changes in the forms and mechanisms of advertising communications are analyzed; characteristics and priority tasks of advertising intelligence under the conditions of globalization and development of modern information and communication technologies are determined. It is demonstrated that proceeding from the content and specifics of theoretical paradigms of advertising, which determined the general attitude of scientists to the analysis of advertising, in the dynamics of modern ideas as to the nature and place of advertising in society the following stages are observed: - 1930s: considering advertising as a necessary means of informing consumers about goods and services and stimulating their demand; characterization and assessment of the consequences of the use of advertising that misleads consumers as unfair competition; - 1960s: substantiation of the advertising content as an element in the promotion complex, along with its other elements – personal selling, promotion and publicity; - 1980s: regarding all components of the promotion complex as internally interconnected and interdependent parts of a single communication system – integrated marketing communications – IMC; - 1990s: determination of qualitative transformations of the content, forms and mechanisms of advertising under the influence of globalization and the development of information and communication technologies – ICT. Based on the analysis of current trends in advertising, a fundamental conclusion has been made that nowadays we observe coexistence of the "classic" – traditional advertising with its own characteristics, and digital advertising: Internet Advertising, Social media marketing – SMM, Mobile Advertising, etc. As to its qualitative characteristics, communication in digital advertising is in many respects opposite to the classical forms. That is: it is individualized and personalized, often has no obvious sponsor, and can be free o charge.