Construct · 1 fields · 1 citations

mobile display advertising effects: a standalone construct

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Digital marketing

the finding that mobile display ads raise favorability and purchase intent mainly for higher-involvement, utilitarian products.

In digital marketing, mobile display advertising effects refers to the finding that mobile display ads raise favorability and purchase intent mainly for higher-involvement, utilitarian products. This meaning comes from Bart (2014) in Journal of Marketing Research.[1]

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Nearby constructs

display2 fields · 3 citationsjingle · one word, two constructs intent5 fields · 9 citationsjingle · one word, five constructs purchase intention1 fields · 1 citationsanchor · a standalone construct

References

Bart, Y., Stephen, A. T., & Sarvary, M. (2014). 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, 51(3), 270-285. https://doi.org/10.1509/jmr.13.0503

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