The impacts of media type, placement and exposure type on attitudes towards advertisements on mobile devices

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This study examined the relationships between the features of mobile advertisements and users' attitudes and purchase intention. Two experiments were conducted to explore the effects of media type, exposure type and placement on attitudes towards advertisements and purchase intention. The first experiment involved two factors: media type (still pictures vs. motion pictures) and placement of advertisements (top vs. bottom). The results for 192 participants indicated that bottom-located motion picture mobile advertisements elicited more positive attitudes regarding advertisements and purchase intention. The second experiment was a between-subjects experiment examining two factors, media type (still pictures vs. motion pictures) and exposure type (banner vs. pop-up). The results for 180 participants indicated that pop-up motion picture mobile advertisements elicited more positive attitudes and purchase intention. The findings and limitations of this study are both explained from the perspectives of advertising studies and media features.
Publisher
INDERSCIENCE ENTERPRISES LTD
Issue Date
2014
Language
English
Article Type
Article
Keywords

BRAND ATTITUDE; FORCED-EXPOSURE; CLICK-THROUGH; ANIMATION; AD; BANNER; INTRUSIVENESS; ACCEPTANCE; SERVICES; MEMORY

Citation

INTERNATIONAL JOURNAL OF MOBILE COMMUNICATIONS, v.12, no.2, pp.160 - 176

ISSN
1470-949X
DOI
10.1504/IJMC.2014.059736
URI
http://hdl.handle.net/10203/188855
Appears in Collection
MG-Journal Papers(저널논문)
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