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The impact of formats and interactive modes on the effectiveness of mobile advertisements

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Abstract

Mobile advertising researchers have suggested that the advertising effect is caused by the advertising features. However, research on mobile advertising effectiveness is scant. This article explores advertising formats and interactive modes related to the effectiveness of advertising by adopting the attention, interest, desire and action (AIDA) model. This utilized an experimental procedure and questionnaire. The analysis of variance (ANOVA) results showed a significant format and interactive mode effect, but no interaction between the format and interactive modes. Moreover, rich media showed higher advertising effectiveness than the dynamic banner. The playfulness interactive mode was better than user control and connectedness on advertising effectiveness. In conclusion, this study provided results that promote consumer’s willingness to buy. Rich media and playfulness interactive advertising modes should be adopted.

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Authors and Affiliations

  1. Department of Information Management, Nation Kaohsiung First University of Science and Technology, Kaohsiung, Taiwan

    Kuo-Wei Su, Po-Hung Chen & Ya-Ting Li

  2. Department of Industrial Engineering and Engineering Management, National Tsing Hua University, Hsinchu, Taiwan

    Po-Hsin Huang

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  1. Kuo-Wei Su
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  2. Po-Hsin Huang
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  3. Po-Hung Chen
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  4. Ya-Ting Li
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Correspondence to Kuo-Wei Su.

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Su, KW., Huang, PH., Chen, PH. et al. The impact of formats and interactive modes on the effectiveness of mobile advertisements. J Ambient Intell Human Comput 7, 817–827 (2016). https://doi.org/10.1007/s12652-016-0343-x

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  • DOI: https://doi.org/10.1007/s12652-016-0343-x

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