Leveraging User Data to Investigate the Effectiveness of Interstitial Ads in Mobile Game Applications: Evidence From a Field Experiment
Based on a randomized field experiment, this research demonstrates the superiority of interstitial ads over the traditional banner format in terms of profitability for app developers, despite their adverse effect on user engagement.
Jamel Khenfer (2021) ,"Leveraging User Data to Investigate the Effectiveness of Interstitial Ads in Mobile Game Applications: Evidence From a Field Experiment", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 250-251.
Jamel Khenfer, Zayed University
NA - Advances in Consumer Research Volume 49 | 2021
What’s Your Construct? Exploring the Different Definitions and Operationalizations of Scarcity
Kelly Goldsmith, Vanderbilt University, USA
Rebecca Hamilton, Georgetown University, USA
Caroline Roux, Concordia University, Canada
meng zhu, Johns Hopkins University
How Employees Relate to Their Brand Online: A Critical Visual Analysis of Hollister
Stephanie Kogler, University of Innsbruck, Austria
C7. The Visually Simple = Healthy Intuition and Its Effects on Food Choices
Yan Wang, Renmin University of China
Jing Jiang, Renmin University of China