International Journal of Human-Computer Studies - Special issue: Interactive graphical communication
An Investigation and Conceptual Model of SMS Marketing
HICSS '04 Proceedings of the Proceedings of the 37th Annual Hawaii International Conference on System Sciences (HICSS'04) - Track 1 - Volume 1
Approximating the Advertisement Placement Problem
Journal of Scheduling
Perceptions versus expectations of multimedia messaging service (MMS)
Personal and Ubiquitous Computing
Content relevance and delivery time of SMS advertising
International Journal of Mobile Communications
Coverage patterns for efficient banner advertisement placement
Proceedings of the 20th international conference companion on World wide web
The effects of screen-size and communication modality on psychology of mobile device users
CHI '11 Extended Abstracts on Human Factors in Computing Systems
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This study examined the relationships between the features of mobile advertisements and users' attitudes and purchase intention. Two experiments were conducted to explore the effects of media type, exposure type and placement on attitudes towards advertisements and purchase intention. The first experiment involved two factors: media type still pictures vs. motion pictures and placement of advertisements top vs. bottom. The results for 192 participants indicated that bottom-located motion picture mobile advertisements elicited more positive attitudes regarding advertisements and purchase intention. The second experiment was a between-subjects experiment examining two factors, media type still pictures vs. motion pictures and exposure type banner vs. pop-up. The results for 180 participants indicated that pop-up motion picture mobile advertisements elicited more positive attitudes and purchase intention. The findings and limitations of this study are both explained from the perspectives of advertising studies and media features.