Mobile equals location equals effect - The effect of location of perceived intrusiveness of mobile ads

In this paper first and new insights on mobile marketing effects are measured within the relevant context, a (virtual) shop, with two major important outcomes: first, a clear answer on whether mobile advertising is the effective advertising instrument of the future because one can reach the (potential) consumer within a specific context; second, for the first time insights of doing research in a virtual lab including practical do's and don’ts for researchers and a clear understanding of the (dis)advantages of a virtual lab as a research tool for companies.

Mobile equals location equals effect - The effect of location of perceived intrusiveness of mobile ads

Arief E. HühnRadboud University, Netherlands

Vassilis-Javed KhanNHTV Breda University of Applied Sciences, Netherlands

Marnix van GisbergenNetherlands...