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The positive and negative effects of...

Choi, Yunmi.

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The positive and negative effects of intrusive mobile advertising.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The positive and negative effects of intrusive mobile advertising./
作者:	Choi, Yunmi.
面頁冊數:	112 p.
附註:	Source: Dissertation Abstracts International, Volume: 77-09(E), Section: A.
Contained By:	Dissertation Abstracts International77-09A(E).
標題:	Mass communication. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10102473
ISBN:	9781339661780

The positive and negative effects of intrusive mobile advertising.
Choi, Yunmi.

The positive and negative effects of intrusive mobile advertising. - 112 p.

Source: Dissertation Abstracts International, Volume: 77-09(E), Section: A.

Thesis (Ph.D.)--University of Florida, 2015.

As smartphone usage and ownership has increased recently, advertisers need to understand how to place mobile advertisements appropriately without causing negative effects such as irritation on their target audience. This empirical study focused on in-app advertising and its negative and positive impact on college student smartphone users. Subjects were invited to a computer lab to participate in the study and asked to play a smartphone application in a prepared smartphone. The app was developed including a still-image display in-app advertisement for the study.

ISBN: 9781339661780Subjects--Topical Terms:

2144804
Mass communication.

The positive and negative effects of intrusive mobile advertising.
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245 1 4 $a The positive and negative effects of intrusive mobile advertising.
300 $a 112 p.
500 $a Source: Dissertation Abstracts International, Volume: 77-09(E), Section: A.
500 $a Adviser: Wayne Wanta.
502 $a Thesis (Ph.D.)--University of Florida, 2015.
520 $a As smartphone usage and ownership has increased recently, advertisers need to understand how to place mobile advertisements appropriately without causing negative effects such as irritation on their target audience. This empirical study focused on in-app advertising and its negative and positive impact on college student smartphone users. Subjects were invited to a computer lab to participate in the study and asked to play a smartphone application in a prepared smartphone. The app was developed including a still-image display in-app advertisement for the study.
520 $a The design of the study was a 2 (Ad Intrusiveness: 5-second vs. 30-second) x 2 (User Controllability: with an "x" button to close the ad vs. no "x" button) x 2 (Task Orientation: being in hurry vs. free). The results indicate that college student smartphone users are more sensitive to the duration of ad exposure and controllability to close an ad. As expected, irritation, and perceived intrusiveness of the ad and app were found to be negative effects of intrusive in-app advertising while recall and recognition of the advertised brand were positive effects. In addition, perceived value and purchase intention of the brand were positively correlated with attitude toward ad and brand.
520 $a Based on the study findings, suggestions were made to advertisers to offer the option to close in-app ads to their audience, and reduce the ad exposure time to avoid irritation and perceived intrusiveness levels. However, if the goal of the in-app ad is to raise the brand awareness, being intrusive would be a good choice. App developers and managers should understand the influence of the absence of a close button of in-app ad will result in negatively perceived intrusiveness of their own application. Moreover, the current study found that intrusiveness of the app correlated with perceived value and purchase intention of the advertised brand. Knowing the consequences of intrusive ways of displaying in-app ads, this finding also tells both app developers and advertisers that they need to be careful to place intrusive in-app ads.
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