Consumer attitudes toward in-app advertising: an empirical study of Chinese young adults

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Consumer attitudes toward in-app advertising: an empirical study of Chinese young adults

The fast development of mobile devices has facilitated the boost of m-commerce and also mobile advertising. In-app advertising is a relatively new form of mobile advertising with great potential, but there is a lack of academic studies researching in-app advertising specifically. Hence this study in...

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Bibliographic Details
Main Author:	Ren, Mengyao
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2016
Subjects:	in-app advertising entertainment informativeness credibiliy irritation interactivity personalization attitude behaviors gender influences
Online Access:	https://eprints.nottingham.ac.uk/36732/

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