Design Location-Specific Advertising with Wireless Telecommunication Technology

Abstract:

The heightened interest towards mobile advertising had resulted in the great concern among academic and industry circle. The literature of mobile advertising is accumulating. However, the stream of research is still in the development stage. Base on field experiment data, the developed binary logit regression model finds that distance, promotion and personalization could affect impact of advertising while using wireless telecommunication technology. The empirical results indicate that distance, promotion, personalization increase mobile application installation rate respectively, while only promotion increases mobile application installation rate.

• Periodical: Advanced Materials Research (Volumes 760-762)
• Pages: 661-664
• DOI: https://doi.org/10.4028/www.scientific.net/AMR.760-762.661
• Online since: September 2013
• Authors: Jiao Long Xue, Pin Jia Zou, Jue Wang, Zheng Fang
• Keywords: Binary Logit Regression, Location-Specific, Mobile Advertising, Telecommunication, Wireless Communication Technology

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