Is Mobile Advertising Effective?

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It is a useful source because the authors provide a plenty of information about location-based services and advertising. There are many sources cited to support the authors’ viewpoints. This article is objective since it analyzes location-based mobile advertising’s benefits as well as deficiencies. The goal of this article is to inform readers what the challenges the location-based mobile advertising is facing and what the strength it has.

This article fits into my research because the topic of my research is mobile advertising. This article focuses on a certain kind of mobile advertising—location-based mobile advertising. I can use the advantages of location-based mobile advertising into my research paper to illustrate how mobile advertising works well.

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References

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Dhar, S., & Varshney, U. (2011). Challenges and Business Models for Mobile Location-based Services and Advertising. Communications Of The ACM, 54(5), 121-129. doi:10.1145/1941487.1941515

Zhu, H., Chen, E., Xiong, H., Yu, K., Cao, H., & Tian, J. (2015). Mining Mobile User Preferences for Personalized Context-Aware Recommendation. ACM Transactions On Intelligent Systems & Technology, 5(4), 1-27. doi:10.1145/2532515

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Park, T., & Salvendy, G. (2012). Emotional Factors in Advertising Via Mobile Phones. International Journal Of Human-Computer Interaction,28(9), 597-612. doi:10.1080/10447318.2011.641899

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Andreas Emrich, Alexandra Chapko, and Dirk Werth. 2009. Context-aware recommendations on mobile services: The m:Ciudad approach. In Proceedings of the 4th European Conference on Smart Sensing and Context (EuroSSC’09). Springer-Verlag, Berlin, 107–120.