An Exploratory Study of the Effectiveness of Mobile Advertising

Jianping Peng, Juanjuan Qu, Le Peng and Jing Quan
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Jianping Peng: Sun Yat-sen Business School, Sun Yat-sen University & Xinhua College of Sun Yat-sen University, Guangzhou, China
Juanjuan Qu: Xinhua College of Sun Yat-sen University, Guangzhou, China
Le Peng: Krannert School of Management, Purdue University, West Lafayette, USA
Jing Quan: Franklin P. Perdue School of Business, Salisbury University, Salisbury, MD, USA

Information Resources Management Journal (IRMJ), 2017, vol. 30, issue 4, 24-38

Abstract: This study examines factors related to the effectiveness of mobile advertising. Using a large data set with 115,899 records of ad tap-through from a mobile advertising company in China, the authors identify that the influencing factors for advertisement tap through are application type, mobile operators, scrolling frequency, and regional income level. They use a logit model to analyze how the probability of advertisement tap through is related to the identified factors. The results show that application type, mobile operators, scrolling frequency, and the regional income level are positively correlated with the likelihood whether users would tap on certain types of advertising. In addition, they use the Bayesian network model to estimate the conditional probability for a user to tap on an advertisement in an application after the user already taps on another advertisement in the same application. Based on the findings, the authors propose strategies for mobile advertisers to engage in effective and targeted mobile advertising.

Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:igg:rmj000:v:30:y:2017:i:4:p:24-38

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