Clip 5 - Mobile Marketing: Time, Location And Other Situational Effects - Mobile Advertising: The Effect Of Time-Of-The-Day
3 important questions on Clip 5 - Mobile Marketing: Time, Location And Other Situational Effects - Mobile Advertising: The Effect Of Time-Of-The-Day
What did the research of Baker et al , 2014, look into?
The effect on mobile advertising of the time of day on hedonic and utilitarian product purchases.
What trend did they find in the study with regards to the effect of the time of day on mobile advertising for the purchase of utilitarian products?
The utilitarian products are purchased more up to 12 pm in the morning then immediately after it falls off and the purchase rate of utilitarian products is not that high.
What trend did they find in the study with regards to the effect of the time of the day on mobile advertising with hedonic products?
Increase in purchase rates for hedonic in afternoon/late afternoon hours.
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