The Effects of Interface Design of Hand-Held Devices on Mobile Advertising Effectiveness Among College Students in China
Wenjing Xie Southern Illinois University Carbondale, United States
Yunze Zhao Renmin University of China
Wenya XieUniversity of International Business and Economics, China
Introduction
With the advances and diffusion of mobile technologies, mobile advertising is attracting more and more attention from industries and academic scholars (Wais & Clemons, 2008). A survey conducted by a global mobile marketing association showed that there are now more mobile phone subscribers in the world than wired phone subscribers. At the end of 2011, there were...