A scale of hindrance in mobile in-app advertising

• DOI: 10.13140/rg.2.1.2426.5044
• Publication Date: 2015-11-23
• Authors: Shanzeh Nadeem; Lilia Carolina Ro...; Rodrigo Perez‐Vega
• Keywords: Contextual advertising; Mobile apps; Advertising research; Mobile internet; Advertising campaign

This paper develops and tests a scale for hindrance in the context of in-app mobile advertising. With changes advertising capabilities, research on attitudes towards has mainly focused SMS However, formats have increased since introduction smartphones internet capabilities. We propose that within advertising, current models this type do not reflect use perception users these platforms. Using combination qualitative quantitative methods, we explore role plays consumers. then develop test quantitatively measures construct its four dimensions (stoppage, distraction, delay interruption).