Mobile Advertising: An Empirical Study of Temporal and Spatial Differences in Search Behavior and Advertising Response |
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| Institution: | 1. School of Computing, National University of Singapore, Republic of Singapore;2. NUS Business School, National University of Singapore, Republic of Singapore;3. School of Economic Information Engineering, Southwestern University of Finance and Economics, People''s Republic of China;1. John Cook School of Business, Saint Louis University, 3674 Lindell Boulevard, St. Louis, MO 63108, USA;2. Rutgers Business School-Newark and New Brunswick, 1 Washington Park, Newark, NJ 07102, USA;1. Bosch-Chair of Global Supply Chain Management, Sino-German School for Postgraduate Studies, Tongji University Shanghai, Shanghai, P.R. China;2. Group of Supply Chain and Network Management, Department of Law and Economics, Technische Universität Darmstadt, Darmstadt, Germany;1. UPR Markets & Innovation, EMLYON Business School, 23 Avenue Guy de Collongue, 69134 Ecully Cedex, France;2. Via Baldissera, 5, 20129 Milan, Italy;1. University of Southern Denmark, Department of Marketing and Management, Campusvej 55, DK-5230 Odense, Denmark;2. University of Groningen, Faculty of Economics and Business, Nettelbosje 2, 9747 AE Groningen, The Netherlands;3. University of Hamburg, Institute of Marketing, Welckerstrasse 8, 20354 Hamburg, Germany |
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| Abstract: | Using clickstream panel data from an automobile ad campaign conducted on a mobile platform, we investigate the relevance of mobile advertising, the interrelationships between ad content, information search behavior, and advertising response. Temporally, we compare mobile users' search behavior and advertising response before and during a focal campaign event of an automobile show. Spatially, we examine their search behavior and advertising response in relation to their proximity to the show's location. Estimation results from individual-user random effects binary Logit and Poisson count models show that users' responses to mobile advertising are related to the depth and breadth of search and the ad content. While informative and persuasive ad content exhibits differential non-linear effects on the depth and breadth of search, they have similar effects on advertising response. Interestingly, spatial and temporal proximity of mobile ad campaigns may not lead to increased relevance of mobile campaigns; it depends on the type of ad content and the type of measure used to assess relevance. |
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