The Effects of Interface Design of Hand-Held Devices on Mobile Advertising Effectiveness Among College Students in China

Mobile advertising has gained great popularity in China over the past decade. However, there is still a lack of understanding of what factors may influence mobile advertising effectiveness in China.

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...

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