Effective advertising on mobile phones: a literature review and presentation of results from 53 case studies
Effective advertising on mobile phones: a literature review and presentation of results from 53 case studies
T. Park,Rashmi Shenoy,G. Salvendy
2008 · DOI: 10.1080/01449290600958882
Behavior and Information Technology · 131 Citations
TLDR
A framework for understanding the characteristics of advertising through mobile phones and the overview of different conceptual models for advertising is presented and a conceptual model for mobile phone advertising is suggested.