You've Got Mobile Ads! Young Consumers' Responses to Mobile Ads with Different Types of Interactivity

Jay (Hyunjae) Yu

This exploratory study investigates young consumers' responses to mobile ads that use different types of interactivity: consumer-message interactivity, consumer-marketer interactivity, and consumer-consumer interactivity.

You've Got Mobile Ads! Young Consumers' Responses to Mobile Ads with Different Types of Interactivity

Jay (Hyunjae) Yu Sogang University, Korea

Introduction

The tremendous proliferation of mobile phones and other mobile devices has provided a new channel to deliver commercial messages for a variety of products and services, such as entertainment, leisure, travel, telecommunication, and retail (Internet Advertising Bureau, 2010). Given the substantial growth of mobile commerce, marketers have acknowledged the importance of mobile ads as an important advertising format. In fact, the phenomenal penetration of mobile phones in the United States (87%) has provided the platform for the...

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