Registering for Incentivized Mobile Advertising: Discriminant Analysis of Mobile Users
Rajyalakshmi Nittala
Abstract:
In India a few software companies introduced a unique model of mobile advertising. Mobile users get paid for receiving SMS ads on their mobile. This study is to discriminate the mobile users' willingness to register for this advertising, based on demographic, consumer and incentive variables. Discriminant analysis is used to select the variables that can distinguish the mobile users who are willing to register and not register to this mobile advertising. It indicated an overall significant difference between the groups. Further discriminant analysis of the significant predictor...