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Selective attention to commercial information displays in globally available mobile application

Research output: Contribution to Journal/Magazine › Journal article › peer-review

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Selective attention to commercial information displays in globally available mobile application. / Liu, Yi; Tan, Chuan Hoo; Sutanto, Juliana.
In: Journal of Global Information Management, Vol. 24, No. 2, 01.06.2016, p. 18-38.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Liu, Y, Tan, CH & Sutanto, J 2016, 'Selective attention to commercial information displays in globally available mobile application', Journal of Global Information Management, vol. 24, no. 2, pp. 18-38. https://doi.org/10.4018/JGIM.2016040102

APA

Liu, Y., Tan, C. H., & Sutanto, J. (2016). Selective attention to commercial information displays in globally available mobile application. Journal of Global Information Management, 24(2), 18-38. https://doi.org/10.4018/JGIM.2016040102

Vancouver

Liu Y, Tan CH, Sutanto J. Selective attention to commercial information displays in globally available mobile application. Journal of Global Information Management. 2016 Jun 1;24(2):18-38. doi: 10.4018/JGIM.2016040102

Author

Liu, Yi ; Tan, Chuan Hoo ; Sutanto, Juliana. / Selective attention to commercial information displays in globally available mobile application. In: Journal of Global Information Management. 2016 ; Vol. 24, No. 2. pp. 18-38.

Bibtex

@article{5420f04269164433ac76fa2961dab297,
title = "Selective attention to commercial information displays in globally available mobile application",
abstract = "The prevalence of mobile applications has revived research interest in examining the issue of howcommercial information (e.g., adverts) can be displayed to yield click-throughs. Mixed perspectives are proposed over whether or not adverts should be integrated into the primary media content.By anchoring on the load theory of selective attention, this research proposes that user response(attention) to consistent adverts (i.e., adverts that are contextually consistent with the media content) is contingent on how they are displayed (intra- and inter-pages). This study subjected the worldwide users of a location-based mobile social networking application to random manipulations of intra-page and inter-page advert displays. The findings reveal that controlling for the geographical locations of the users, high click-through counts are obtained when consistent adverts are displayed at the early stage of application interaction (top position of the front page), but the effect diminishes as users scroll down to the bottom of front page and navigate to subsequent pages.",
author = "Yi Liu and Tan, {Chuan Hoo} and Juliana Sutanto",
year = "2016",
month = jun,
day = "1",
doi = "10.4018/JGIM.2016040102",
language = "English",
volume = "24",
pages = "18--38",
journal = "Journal of Global Information Management",
publisher = "IGI Publishing",
number = "2",

}

RIS

TY - JOUR

T1 - Selective attention to commercial information displays in globally available mobile application

AU - Liu, Yi

AU - Tan, Chuan Hoo

AU - Sutanto, Juliana

PY - 2016/6/1

Y1 - 2016/6/1

N2 - The prevalence of mobile applications has revived research interest in examining the issue of howcommercial information (e.g., adverts) can be displayed to yield click-throughs. Mixed perspectives are proposed over whether or not adverts should be integrated into the primary media content.By anchoring on the load theory of selective attention, this research proposes that user response(attention) to consistent adverts (i.e., adverts that are contextually consistent with the media content) is contingent on how they are displayed (intra- and inter-pages). This study subjected the worldwide users of a location-based mobile social networking application to random manipulations of intra-page and inter-page advert displays. The findings reveal that controlling for the geographical locations of the users, high click-through counts are obtained when consistent adverts are displayed at the early stage of application interaction (top position of the front page), but the effect diminishes as users scroll down to the bottom of front page and navigate to subsequent pages.

AB - The prevalence of mobile applications has revived research interest in examining the issue of howcommercial information (e.g., adverts) can be displayed to yield click-throughs. Mixed perspectives are proposed over whether or not adverts should be integrated into the primary media content.By anchoring on the load theory of selective attention, this research proposes that user response(attention) to consistent adverts (i.e., adverts that are contextually consistent with the media content) is contingent on how they are displayed (intra- and inter-pages). This study subjected the worldwide users of a location-based mobile social networking application to random manipulations of intra-page and inter-page advert displays. The findings reveal that controlling for the geographical locations of the users, high click-through counts are obtained when consistent adverts are displayed at the early stage of application interaction (top position of the front page), but the effect diminishes as users scroll down to the bottom of front page and navigate to subsequent pages.

U2 - 10.4018/JGIM.2016040102

DO - 10.4018/JGIM.2016040102

M3 - Journal article

VL - 24

SP - 18

EP - 38

JO - Journal of Global Information Management

JF - Journal of Global Information Management

IS - 2

ER -