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

@inproceedings{Goh2009MobileAA,
  title={Mobile Advertising: An Empirical Study of Advertising Response and Search Behavior},
  author={Khim-Yong Goh and Hunhong Chu and Winnie Soh},
  booktitle={ICIS},
  year={2009}
}
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

References

Publications referenced by this paper.
Showing 1-10 of 35 references

Buying, Searching or Browsing: Differentiating between Online Shoppers Using In-store Navigational Clickstream

  • W. W. Moe
  • Journal of Consumer Psychology,
  • 2003
Highly Influential
4 Excerpts

Analysis of the Actual Response Rates in Mobile Advertising

  • H. S. Lee, C. H. Lee, G. H. Lee, Y. H. Kim, B. G. Lee
  • Innovations in Information Technology,
  • 2006

The Effect of Banner Advertising on Internet Purchasing

  • P. Manchanda, J. P. Dubé, K. Y. Goh, P. K. Chintagunta
  • Journal of Marketing Research,
  • 2006

Similar Papers

Loading similar papers…