Mobile Advertising: A Framework and Research Agenda

Author:

Grewal Dhruv,Bart Yakov,Spann Martin,Zubcsek Peter Pal

Publisher

Elsevier BV

Subject

Marketing,Business and International Management

Reference94 articles.

1. The Long Road to Online Conversion: A Model of Multi-channel Attribution;Abhishek,2012

2. Unraveling the Personalization Paradox: The Effect of Information Collection and Trust-building Strategies on Online Advertisement Effectiveness;Aguirre;Journal of Retailing,2015

3. Consumer Response to Uncertain Promotions: An Empirical Analysis of Conditional Rebates;Ailawadi;International Journal of Research in Marketing,2014

4. Behavioral Consequences of Affect: Combining Evaluative and Regulatory Mechanisms;Andrade;Journal of Consumer Research,2005

5. Mobile Ad Effectiveness: Hyper-contextual Targeting with Crowdedness;Andrews;Marketing Science,2015

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