Concepedia

Mobile Campaign Effectiveness

Mobile Campaign Effectiveness is a performance evaluation construct that measures the extent to which a mobile marketing campaign achieves its predefined objectives in terms of user engagement, conversion, and return on investment within the context of mobile-specific consumer behaviors and technological constraints.

20

Publications

1.4K

Citations

46

Authors

35

Institutions

Publications per year

2017–2026

4

Parents

Publications

20

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

Mobile Advertising: A Framework and Research Agenda

Dhruv Grewal, Yakov Bart, Martin Spann et al. · Journal of Interactive Marketing · 2016 · 191 citations

, , +17

How Mobile Advertising Works: The Role of Trust in Improving Attitudes and Recall

Shintaro Okazaki, Akihiro Katsukura, Mamoru Nishiyama · Journal of Advertising Research · 2007 · 158 citations

, , +17

You Have an Important Message! Evaluating the Effectiveness of a Text Message HIV/AIDS Campaign in Northwest Uganda

Arul Chib, Holley A. Wilkin, Leow Xue Ling et al. · Journal of Health Communication · 2012 · 126 citations

, , +16

Determinant factors of mobile‐based word‐of‐mouth campaign referral among Japanese adolescents

Shintaro Okazaki · Psychology and Marketing · 2008 · 81 citations

, , +17

1–5 of 20

Authors

46

  1. YB
    Yakov Bart

    Northeastern University, United States

    3 publications · 499 citations

    3

    h-index

  2. KP
    Key Pousttchi

    University of Augsburg, Germany

    2 publications · 92 citations

    2

    h-index

  3. MS
    Miklós Sárváry

    INSEAD, France

    2 publications · 308 citations

    2

    h-index

  4. SO
    Shintaro Okazaki

    Universidad Autónoma de Madrid, Spain

    2 publications · 239 citations

    2

    h-index

  5. AT
    Andrew T. Stephen

    University of Oxford, United Kingdom

    2 publications · 308 citations

    2

    h-index

1–5 of 46

Institutions

35

  1. INSEAD

    Fontainebleau, France

    2 h-index

    2 publications

    308 citations

  2. Universidad Autónoma de Madrid

    Madrid, Spain

    2 h-index

    2 publications

    239 citations

  3. University of Augsburg

    Augsburg, Germany

    2 h-index

    3 publications

    117 citations

  4. Northeastern University

    Boston, United States

    2 h-index

    2 publications

    206 citations

  5. University of Florida

    Gainesville, United States

    1 h-index

    1 publications

    191 citations

  6. Nokia (Finland)

    Espoo, Finland

    1 h-index

    1 publications

    19 citations

  7. Central Queensland University

    Rockhampton, Australia

    1 h-index

    1 publications

    21 citations

  8. Yonsei University

    Seoul, South Korea

    1 h-index

    1 publications

    36 citations

1–8 of 35

Venues

  1. Journal of Advertising Research

    JAR · 2 publications · 207 citations

    2

    h-index

  2. International Journal of Epidemiology

    1 publications · 55 citations

    1

    h-index

  3. 1

    h-index

  4. Atmospheric Pollution Research

    1 publications · 36 citations

    1

    h-index

  5. SSRN Electronic Journal

    Repository · 1 publications · 15 citations

    1

    h-index

1–5