Emotional factors in advertising via mobile phones

• Main Authors: Park, Taezoon, Salvendy, Gavriel
• Other Authors: School of Mechanical and Aerospace Engineering
• Format: Article
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Advertising::Advertising method
• Online Access: https://hdl.handle.net/10356/102866; http://hdl.handle.net/10220/16917
• Institution: Nanyang Technological University

Advertising delivered via mobile phones constitutes a promising approach to marketing because it enables easy targeting, content personalization, and interactive communication. We conducted a laboratory experiment with 48 participants using a 24-item structured questionnaire about important emotiona...