Concepedia

Mobile Ad Effectiveness

Mobile Ad Effectiveness is a metric that quantifies the extent to which a mobile advertising campaign achieves its intended objectives in terms of user engagement, conversion, or return on investment within the context of mobile-specific consumer behavior and technological constraints.

72

Publications

4.6K

Citations

196

Authors

118

Institutions

Publications per year

2017–2026

25

Parents

Publications

72

Understanding the acceptance of mobile SMS advertising among young Chinese consumers

Jing Zhang, En Mao · Psychology and Marketing · 2008 · 353 citations

, , +15

Mobile Ad Effectiveness: Hyper-Contextual Targeting with Crowdedness

Michelle Andrews, Xueming Luo, Zheng Fang et al. · Marketing Science · 2015 · 349 citations

, , +17

Which Products Are Best Suited to Mobile Advertising? A Field Study of Mobile Display Advertising Effects on Consumer Attitudes and Intentions

Yakov Bart, Andrew T. Stephen, Miklós Sárváry · Journal of Marketing Research · 2014 · 293 citations

, , +17

Perceived Effectiveness of Push vs. Pull Mobile Location Based Advertising

Ramaprasad Unni, Robert R. Harmon · Journal of Interactive Advertising · 2007 · 272 citations

, , +17

Determinants of Consumer Perceptions toward Mobile Advertising — A Comparison between Japan and Austria

Chia‐Ling Liu, Rudolf R. Sinkovics, Noemi Pezderka et al. · Journal of Interactive Marketing · 2011 · 262 citations · Full text

, , +16

1–5 of 72

Authors

196

  1. YB
    Yakov Bart

    Northeastern University, United States

    3 publications · 499 citations

    3

    h-index

  2. VT
    Vinh Truong

    RMIT University, Australia

    2 publications · 40 citations

    2

    h-index

  3. PH
    Parissa Haghirian

    Sophia University, Japan

    2 publications · 510 citations

    2

    h-index

  4. DD
    Dimitris Drossos

    Athens University of Economics and Business, Greece

    2 publications · 201 citations

    2

    h-index

  5. PP
    Pei‐Luen Patrick Rau

    Tsinghua University, China

    2 publications · 150 citations

    2

    h-index

1–5 of 196

Institutions

118

  1. University of Florida

    Gainesville, United States

    3 h-index

    4 publications

    301 citations

  2. Sungkyunkwan University

    Seoul, South Korea

    2 h-index

    3 publications

    77 citations

  3. Temple University

    Philadelphia, United States

    2 h-index

    4 publications

    730 citations

  4. Purdue University West Lafayette

    West Lafayette, United States

    2 h-index

    2 publications

    151 citations

  5. University of Helsinki

    Helsinki, Finland

    2 h-index

    5 publications

    170 citations

  6. Athens University of Economics and Business

    Athens, Greece

    2 h-index

    2 publications

    201 citations

  7. Michigan State University

    East Lansing, United States

    2 h-index

    4 publications

    51 citations

  8. Northeastern University

    Boston, United States

    2 h-index

    2 publications

    206 citations

1–8 of 118

Venues

  1. International Journal of Mobile Communications

    IJMC · 5 publications · 162 citations

    5

    h-index

  2. Journal of Interactive Advertising

    4 publications · 543 citations

    4

    h-index

  3. Journal of Interactive Marketing

    JIM · 3 publications · 535 citations

    3

    h-index

  4. SSRN Electronic Journal

    Repository · 3 publications · 171 citations

    3

    h-index

  5. Journal of the Association for Information Systems

    JAIS · 2 publications · 59 citations

    2

    h-index

1–5