An Investigation of Mobile Social Networking Application Users’ Responses to In-App Advertisements

This study sought a greater understanding of millennial consumers’ reactions to in-app advertisements on Snapchat, which lacks sufficient academic research. Two hundred sixty-four valid responses were collected in an online survey via Amazon Mechanical Turk, and analyzed by partial least squares SEM (PLS-SEM) modeling. This study contributes to the existing literature.



Citation:

Shing-Wan Chang, Grigorios Loukidis, Keith Drago, and Grigorios Loukidis (2018) ,"An Investigation of Mobile Social Networking Application Users’ Responses to In-App Advertisements", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 75-75.

Authors

Shing-Wan Chang, Middlesex University, UK
Grigorios Loukidis, King’s College London, UK
Keith Drago, Middlesex University, UK
Grigorios Loukidis, King’s College London, UK



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018



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