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Publication

Effects of Smartphone Pop-Up Ads on Attitude and Recall in Consumer's Choice: Applied Structural Equation Models

Kao, Weikang
Abstract
Smartphone advertisement plays an important role in the modern world. The study investigated the relationships among different key factors in terms of individuals' attitudes toward pop-up ads, in different conditions. Structural equation models are conducted to further study the causation relationships regarding individuals' interests, material recall, types of the pop-up advertisements and different brands.
Date
2019-05-01