Mobile Advertising: An Empirical Study of Advertising Response and Search Behavior

  title={Mobile Advertising: An Empirical Study of Advertising Response and Search Behavior},
  author={Khim-Yong Goh and Hunhong Chu and Winnie Soh},
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… CONTINUE READING


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