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Management and Organizational Studies
Number of Followers: 0  

  This is an Open Access Journal Open Access journal
ISSN (Print) 2330-5495 - ISSN (Online) 2330-5509
Published by Sciedu Press Homepage  [30 journals]
  • The Advertising Spending Trends: Mobile Vs Traditional Media-- An
           Empirical Study

    • Authors: Chiang-nan Chao, Yanni Ping, Yingchun Wang
      First page: 1
      Abstract: Mobile commerce has become a driving force in retail industry in the past 20 years. Since Apple introduced its first
      generation of iPhone in 2007, smartphone has penetrated about 70% of US population. Consequently, mobile
      commerce has emerged from a supplementary to electronic commerce and has become a powerhouse in retail
      businesses. The American adults spend more time on their smartphones, and do even more commerce on their
      smartphone than on their personal computers. In next few years, US mobile commerce will be a half of the total
      ecommerce. Marketers have spent more advertising dollars on smartphones, as they can better target smartphone
      users through programmatic advertising, particularly when they find the phone users are interested in particular
      products they browse. This study compares the advertising effectiveness on smartphone users through an empirical
      survey. The results suggest that smartphone advertising is an effective way to reach and influence the users. Mobile
      advertising will continue to work hand-in-hand with traditional media advertising. A strategic shift with more focus
      on mobile advertising will be more effective.
      PubDate: 2019-05-12
      DOI: 10.5430/mos.v6n2p1
      Issue No: Vol. 6, No. 2 (2019)
School of Mathematical and Computer Sciences
Heriot-Watt University
Edinburgh, EH14 4AS, UK
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