Description
This paper examines how transit riding fundamentally affects consumer responses to mobile ads. On the basis of theoretical frameworks on time perception (Hornik and Zakay 1996), we illuminated the contextual particularity of temporal captivity. By analyzi
Recommended Citation
Hong, Jinpyo and Im, Il, "Captive Targeting: A Field Study on Mobile Transit Advertising" (2018). ICIS 2018 Proceedings. 3.
https://aisel.aisnet.org/icis2018/ebusiness/Presentations/3
Captive Targeting: A Field Study on Mobile Transit Advertising
This paper examines how transit riding fundamentally affects consumer responses to mobile ads. On the basis of theoretical frameworks on time perception (Hornik and Zakay 1996), we illuminated the contextual particularity of temporal captivity. By analyzi