Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization

  title={Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization},
  author={Yoo Jung Kim and JinYoung Han},
  journal={Computers in Human Behavior},
Thirty-five percent of US adults own a smartphone and more than seventy-three percent of the population in South Korea owns a smartphone in the first quarter of 2013. The number of people that use a smartphone has radically increased. Smartphone users always maintain connectivity, and frequent and swift communication with others. As the mobile advertising market is drastically expanded, advertisers and companies should be more attentive to effective smartphone advertising. This study suggests a… CONTINUE READING
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