This study addresses the effects of message type and situation on the perceived intrusiveness of mobile advertisements. Ad intrusiveness, as conceptualized by Li et al., is introduced to the field of mobile advertising and used as dependent variable in a 2x2 within-subjects factorial study design. Two message types (informative vs. entertaining) are combined with two different situations (low v...

I firms frequently employ a two-stage approach to promotional activities. In Stage 1, they attract customers to their websites through advertising. In Stage 2, firms generate sales transactions or sales leads through their website. Comprehensive assessment of the promotional performance of pure online firms requires the study of Stage 1 and of Stage 2 jointly. In this paper we develop a joint t...

Online Behavioral Advertising (OBA) is the practice of tailoring ads based on an individual’s activities online. Users have expressed privacy concerns regarding this practice, and both the advertising industry and third parties offer tools for users to control the OBA they receive. We provide the first systematic method for evaluating the effectiveness of these tools in limiting OBA. We first p...

Tracking a user’s online browsing behavior to target her with relevant ads has become pervasive. There is an ongoing debate about the value of such tracking and the associated loss of privacy experienced by users. We inform this debate by quantifying the value of using different kinds of potentially privacy-intrusive information in targeted advertising. We find that using increasingly privacyin...

The proliferation of mobile technologies makes it possible for mobile advertisers to leap beyond the real-time snapshot of the static location and context information about consumers. In this study, we propose a new mobile advertising strategy that leverages full information on consumers' offline moving trajectories from four different mobility dimensions (i.e., temporal duration, spatial dispe...

Why reflect reality: an exploratory study on the effectiveness of traditionally attractive models and realistically attractive models in fashion and beauty advertising They are circulated for discussion purposes only. Their contents should be considered preliminary and are not to be quoted without the authors' permission. We are grateful to generous support of the Ogilvy Foundation for funding ...

Gamified advertising has received considerable attention from scholars over the last two decades. In literature, main types of gamified can be identified: in-game (IGA) and advergames (AG). this article, we synthesize 20 years research into these – pay special to role played by International Journal Advertising (IJA). We give a systematic overview most often used theories explaining persuasive ...

Creating and maintaining customer loyalty are strategic requirements for modern business. In the current competitive context, product quality, and brand experience are crucial in building and maintaining customer loyalty. Consumer loyalty, which may be classified into cognitive loyalty and affective loyalty, is related to customers' quality perception. Cue utilization theory distinguishes two d...

Advertisers use online customer data to target their marketing appeals. This has heightened consumers’ privacy concerns, leading governments to pass laws designed to protect consumer privacy by restricting the use of data and by restricting online tracking techniques used by websites. We use the responses of 3.3 million survey-takers who had been randomly exposed to 9,596 online display (banner...