Advertising-Funded IS: A Literature Review on Factors Influencing User's Clicking Behavior for In-App Ads.

Clicks on in-app ads are the key pillar in financing the development and maintenance of apps. Therefore, the design of apps and in-app ads becomes an important task in the development of an app in order to increase the likelihood that users click on in-apps. To support the design, organizations need to know which factors influence user's clicking behavior. To reveal those factors, we base on the information processing theory and conduct a literature review to reveal structural and semantic factors. We reveal four structural factors (animation, color brightness, location prominence and size), which influence user's clicking behavior. Additionally, we identify seven semantic factors (entertainment value, informativeness, usefulness, personalization, congruity, irritation and privacy concern), which influence user's clicking behavior. Based on these findings, we propose considering additional structural and semantic factors and advise future research to examine the mutual influence of both semantic and structural factors. [ABSTRACT FROM AUTHOR]