Content-related factors influence perceived value of location-based mobile advertising

• المؤلفون الرئيسيون: Lin, Trisha T. C., Bautista, John Robert
• مؤلفون آخرون: Wee Kim Wee School of Communication and Information
• التنسيق: مقال
• اللغة: English
• منشور في: 2018
• الموضوعات: Location-based Mobile Advertising; Perceived Value
• الوصول للمادة أونلاين: https://hdl.handle.net/10356/89149; http://hdl.handle.net/10220/44814
• المؤسسة: Nanyang Technological University

Location-based mobile advertising (LBA) is forecast to drive the growth of the mobile advertising industry. Although past research supports that advertising content influences their effectiveness, little research has identified content factors and examined their effects on users’ perceived value of...