A VARX Measurement of Advertising’s Spillover Effect across it Technology and Wireless Communication Technology

Abstract:

With the booming of wireless communication technology, there is an increasing adoption of mobile advertising. In mobile advertising fields, most spillover effect studies are cross-sectional analysis measuring only immediate effects, which might underestimate total magnitude in the long run. Complementary to these studies, we employ a company archival dataset to explore LBAs’ (Location Based Advertisings) and PUAs’ (Pop-up Advertisings) long term spillover effects in a mobile commerce context. Designed for promoting mobile movie sales, these two advertising channels generate data business sales because of spillover effects. The developed VARX model quantifies spillover effects of LBA and PUA in both short and long terms. These findings advance mobile advertising literatures and make important implications for marketing managers using mobile commerce.

• Periodical: Applied Mechanics and Materials (Volumes 303-306)
• Pages: 2015-2021
• DOI: https://doi.org/10.4028/www.scientific.net/AMM.303-306.2015
• Online since: February 2013
• Authors: Zong Jin Liu, Yang Yang, Zheng Fang, Yan Yan Xu
• Keywords: Location Based Advertising (LBA), Measurement Theory and its Application, Spillover Effect, Vector Autoregressive Model with Exogenous Variables (VARX), Wireless Communication Technology

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