How to Design Mobile Advertising: A Field Experiment with Wireless Telecommunication Technology

Abstract:

Although mobile advertising seemingly offers practitioners tremendous potential given the ubiquitous nature of reaching subscribers anywhere, we know very little about it. Base on field experiment data, the developed zero-inflated Poisson model reveals that distance, promotion and product type could affect sales impact of advertising while using wireless telecommunication technology. When estimating the model, we use latent instrument variable (LIV) approach to rule out possible endogeneity problem. The empirical results indicate that distance, promotion, product type trigger sales respectively, while only promotion increases sales amount.

• Periodical: Advanced Materials Research (Volumes 760-762)
• Pages: 656-660
• DOI: https://doi.org/10.4028/www.scientific.net/AMR.760-762.656
• Online since: September 2013
• Authors: Jue Wang, Yan Yan Xu, Jiao Long Xue, Zheng Fang
• Keywords: Latent Instrument Variable (LIV), Mobile Advertising, Telecommunication, Wireless Telecommunication Technology

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