This Way Up: the Effectiveness of Mobile Vertical Video Marketing

In a large-scale field study and two experimental studies, we investigate mobile vertical video marketing effectiveness. We show that vertical (vs. horizontal) video advertisements increase consumer interest, engagement, and processing fluency, because watching mobile vertical video advertisements takes less effort. We further demonstrate a moderating effect of mobile users’ age.


Lana Mulier, Hendrik Slabbinck, and Iris Vermeir (2020) ,"This Way Up: the Effectiveness of Mobile Vertical Video Marketing", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 556-557.


Lana Mulier, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium


NA - Advances in Consumer Research Volume 48 | 2020

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