Gender difference in visual attention to digital content of place-based advertising: a data-driven scientific approach
Sign Up to like & getrecommendations! Published in 2021 at "Electronic Commerce Research"
DOI: 10.1007/s10660-021-09494-9
Abstract: Due to the greater integration of digital technology within advertising and e-commerce, academics and practitioners need a better understanding of advertising effects in ecologically valid environments. This in-market study focuses on gender differences to investigate… read more here.
Keywords: gender; place based; advertising; based advertising ... See more keywords
Integrative perceived values influencing consumers' attitude and behavioral responses toward mobile location-based advertising: an empirical study in Vietnam
Sign Up to like & getrecommendations! Published in 2020 at "Asia Pacific Journal of Marketing and Logistics"
DOI: 10.1108/apjml-08-2019-0475
Abstract: PurposeThe purpose of this paper is to examine a proposed model of location-based advertising (LBA) effectiveness upon the influence of integrative perceived values on consumers' attitude and behavioral responses in the immaturity of LBA in… read more here.
Keywords: behavioral responses; perceived values; location based; based advertising ... See more keywords
Perimeter-Based Advertising and Fan Characteristics in the NHL and MLB
Sign Up to like & getrecommendations! Published in 2025 at "American Behavioral Scientist"
DOI: 10.1177/00027642251366022
Abstract: This study analyzes corporate perimeter advertisements (ads displayed around the field of play) in the National Hockey League (NHL) and Major League Baseball (MLB) to determine if the fans of these leagues are presented with… read more here.
Keywords: based advertising; fan; advertising fan; perimeter based ... See more keywords