Which products are best suited to mobile advertising? A field study of mobile display advertising effects on consumer attitudes and intentions

Journal of Marketing Research

Volumn 51, Issue 3, 2014, Pages 270-285

  Bart, Yakov ^a   Stephen, Andrew T ^b   Sarvary, Miklos ^c  

^a INSEAD   (United States)

^b UNIVERSITY OF PITTSBURGH   (United States)

^c The Sanford C Bernstein Co Center for Leadership and Ethics   (United States)

Author keywords

Advertising effectiveness; Digital advertising; Field experiments; Mobile advertising; Persuasion

Indexed keywords

EID: 84900452066     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmr.13.0503     Document Type: Article

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