Mobile ad effectiveness : hyper-contextual targeting with crowdedness
Michelle Andrews (Goizueta Business School, Emory University, Atlanta, Georgia; and Fox School of Business, Temple University, Philadelphia, Pennsylvania), Xueming Luo (Fox School of Business, Temple University, Philadelphia, Pennsylvania), Zheng Fang (Sichuan University, Sichuan, China), Anindya Ghose (Stern School of Business, New York University, New York, New York)
| Year of publication: |
March-April 2016
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|---|---|
| Authors: | Andrews, Michelle ; Luo, Xueming ; Fang, Zheng ; Ghose, Anindya |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 35.2016, 2, p. 218-233
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| Subject: | mobile advertising | hyper-contextual targeting | crowdedness | field study | new technology | Mobilkommunikation | Mobile communications | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Mobile Business | Mobile business | Mobile Marketing | Mobile marketing | Zielgruppe | Target group | Mobiltelefon | Mobile phone |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mksc.2015.0905 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011459503