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



Share Proceeding

Featured papers

See More

Featured

Q4. The notion of self-optimization in context of self-tracking and beyond

Agnieszka Krzeminska, Leuphana University Lüneburg
Dorthe Brogård Kristensen, University of Southern Denmark, Denmark

Read More

Featured

Donate Today or Give Tomorrow? Adding a Time Delay Increases Donation Amount but not Willingness to Donate

Emily Powell, New York University, USA
Minah Jung, New York University, USA
Joachim Vosgerau, Bocconi University, Italy
Eyal Pe'er, Bar-Ilan University

Read More

Featured

How Categories Transform Markets through Non-Collective, Non-Strategic Collaboration

Pierre-Yann Dolbec, Concordia University, Canada
Shanze Khan, Concordia University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.