Investigating of In-app Advertising Features™ Impact on Effective Clicks for Different Advertising Formats

Presenter Information

Xiaoyu li, University of North Carolina at GreensboroFollow
Xia Zhao, University of GeorgiaFollow
Lakshmi Iyer, Appalachian State UniversityFollow

Description

This paper investigates the factors impacting effective ad clicks and the moderating roles of ad formats. It uses 865,225 impressions of mobile in-app advertising from a digital advertising company in China. Based on the uses and gratifications (U&G) theo

Recommended Citation

li, Xiaoyu; Zhao, Xia; and Iyer, Lakshmi, "Investigating of In-app Advertising Features™ Impact on Effective Clicks for Different Advertising Formats" (2018). ICIS 2018 Proceedings. 7.
https://aisel.aisnet.org/icis2018/ebusiness/Presentations/7