.... In-app advertising is one of the many forms of mobile advertising, other forms being mobile web, mobile search, location-based advertising, short messaging service and many more (Maddodi and Upadhyaya, 2024). In-app advertising differs from mobile web ads in myriad ways. The mental imagery created...

... Structural equation modelling Mobile advertising Digital ad spending is forecasted to reach over $270bn in 2018 (eMarketer Editors, 2018), and indeed in a world with more mobile devices than the global population (Boren, 2014), with consumers who spend between 4 and 8 h a day in contact with digital...

... on mobile devices. The mobile advertising expenditure in the USA will grow to $72bn by 2021, with $32.4bn being the spending of the location-based advertising (BIA/Kelsey, 2017). Meanwhile, 63.7 per cent of the US population will play mobile games in 2020 (Statista, 2017). As a result, mobile gaming...

... using a mobile phone (eMarketer.com, 2016). Enrique Murillo can be contacted at: emurillo@itam.mx 08 06 2016 19 07 2016 11 09 2016 © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Mobile advertising Millenials Search...

... permission-granting intention and gender difference in the process of evaluation. © Emerald Group Publishing Limited 2015 Mobile marketing Mobile promotions Decision-making Retailing Mobile advertising Mobile coupon marketing Retailers use coupons to attract new customers...

...Steve Dix; Graham Ferguson; Syagnik (Sy) Banerjee; Ruby Roy Dholakia Purpose The purpose of this paper is to examine the differential effects of location‐based mobile advertisements on men and women in work leisure situations. Design/methodology/approach The study conducted was in a scenario...