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This study conducted two experiments to investigate the influence of advertising repetition and time pressure on mobile advertisement effectiveness. The first experiment examined the effect of advertising repetition in everyday life. SMS advertisements with different repetitions were sent to participants during 6weeks. The results indicated that it was better to send less than three mobile advertisements...
Based on the Computers Are Social Actors (CASA) paradigm, this study extends the expectations regarding the superiority of specialists over generalists to mobile technology by examining whether the specialization of a hardware agent (i.e., a smartphone) and a software agent (i.e., an application) has psychological effects on smartphone users who are exposed to mobile advertisements. Results from a...
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