The effect of ad image's sentiment scores and mobile device attributes on mobile ad response behavior
Yoon Han, Khim Yong Goh, Seung Hyun Kim, and Tuan Q. Phan
| Year of publication: |
2024
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| Authors: | Han, Yoon ; Goh, Khim Yong ; Kim, Seung Hyun ; Phan, Tuan Q. |
| Published in: |
IEEE transactions on engineering management : EM ; a publication of the IEEE Engineering Management Society. - New York, NY : IEEE, ISSN 1558-0040, ZDB-ID 2021741-9. - Vol. 71.2024, p. 1314-1329
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| Subject: | Image sentiment analysis | mobile advertising | mobile technology | Mobilkommunikation | Mobile communications | Emotion | Konsumentenverhalten | Consumer behaviour | Mobile Marketing | Mobile marketing | Online-Marketing | Internet marketing | Mobile Business | Mobile business | Mobiltelefon | Mobile phone | Werbewirkung | Advertising effects | Werbung | Advertising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1109/TEM.2022.3157125 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015405146