Selective Attention to Commercial Information Displays in Globally Available Mobile Application

Yi Liu, Chuan-Hoo Tan and Juliana Sutanto
Additional contact information
Yi Liu: ESC [Rennes] - ESC Rennes School of Business

Post-Print from HAL

Abstract: The prevalence of mobile applications has revived research interest in examining the issue of how commercial information (e.g., adverts) can be displayed to yield click-throughs. Mixed perspectives are proposed over whether or not adverts should be integrated into the primary media content. By anchoring on the load theory of selective attention, this research proposes that user response (attention) to consistent adverts (i.e., adverts that are contextually consistent with the media content) is contingent on how they are displayed (intra- and inter-pages). This study subjected the worldwide users of a location-based mobile social networking application to random manipulations of intra-page and inter-page advert displays. The findings reveal that controlling for the geographical locations of the users, high click-through counts are obtained when consistent adverts are displayed at the early stage of application interaction (top position of the front page), but the effect diminishes as users scroll down to the bottom of front page and navigate to subsequent pages.

Date: 2016-04
References: Add references at CitEc
Citations:

Published in Journal of Global Information Management, 2016, 24 (2), pp.18-38. ⟨10.4018/JGIM.2016040102⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02007911

DOI: 10.4018/JGIM.2016040102

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().