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From attention to intention in mobile advertising. Analysis of the ads that generate interaction among the new generations of users.

Authors :
FEIJOO, BEATRIZ
SÁDABA, CHARO
FERNÁNDEZ-GÓMEZ, ERIKA
Source :
Comunicación y Sociedad (0188-252X). 2023, Vol. 20, p1-20. 20p.
Publication Year :
2023

Abstract

This paper aims to identify the type of ads which attract the most clicks among new generations. 45 users ages 10 to 14 underwent weekly monitoring of their mobile phone use by means of a screen recorder, to monitor the real impact of ads. 41 hours of recording were analyzed and a total of 2 410 mobile ads were subjected to content analysis. This study shows that search advertising and commercial content created by influencers generate the highest percentage of interaction clicks, particularly when advertising toys, electronics and entertainment brands. [ABSTRACT FROM AUTHOR]

Details

Language :
English
ISSN :
0188252X
Volume :
20
Database :
Academic Search Index
Journal :
Comunicación y Sociedad (0188-252X)
Publication Type :
Academic Journal
Accession number :
174485367
Full Text :
https://doi.org/10.32870/cys.v2022.8377