{"id":"https://openalex.org/W2155172328","doi":"https://doi.org/10.1109/innovations.2006.301933","title":"Analysis of the Actual Response Rates in Mobile Advertising","display_name":"Analysis of the Actual Response Rates in Mobile Advertising","publication_year":2006,"publication_date":"2006-11-01","ids":{"openalex":"https://openalex.org/W2155172328","doi":"https://doi.org/10.1109/innovations.2006.301933","mag":"2155172328"},"language":"en","primary_location":{"id":"doi:10.1109/innovations.2006.301933","doi":"https://doi.org/10.1109/innovations.2006.301933","is_oa":false,"landing_page_url":"https://doi.org/10.1109/innovations.2006.301933","pdf_url":null,"source":{"id":"https://openalex.org/S4306419583","display_name":"International Conference on Innovations in Information Technology","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"conference"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2006 Innovations in Information Technology","raw_type":"proceedings-article"},"volume":null,"type":"conference-paper","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5060156214","display_name":"Hye Yeon Lee","orcid":"https://orcid.org/0000-0001-6945-1967","observed_orcids":["https://orcid.org/0000-0001-6945-1967"]},"institutions":[{"id":"https://openalex.org/I193775966","display_name":"Yonsei University","ror":"https://ror.org/01wjejq96","country_code":"KR","type":"education","lineage":["https://openalex.org/I193775966"]}],"countries":["KR"],"is_corresponding":false,"raw_author_name":"Hye Lee","raw_affiliation_strings":["Graduate School of Information, Yonsei University, Seoul, South Korea"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Graduate School of Information, Yonsei University, Seoul, South Korea","institution_ids":["https://openalex.org/I193775966"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5102068015","display_name":"Chi Lee","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I193775966","display_name":"Yonsei University","ror":"https://ror.org/01wjejq96","country_code":"KR","type":"education","lineage":["https://openalex.org/I193775966"]}],"countries":["KR"],"is_corresponding":false,"raw_author_name":"Chi Lee","raw_affiliation_strings":["Graduate School of Information, Yonsei University, Seoul, South Korea"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Graduate School of Information, Yonsei University, Seoul, South Korea","institution_ids":["https://openalex.org/I193775966"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5020160332","display_name":"Gun Lee","orcid":"https://orcid.org/0000-0002-1644-6934","observed_orcids":["https://orcid.org/0000-0002-1644-6934"]},"institutions":[{"id":"https://openalex.org/I193775966","display_name":"Yonsei University","ror":"https://ror.org/01wjejq96","country_code":"KR","type":"education","lineage":["https://openalex.org/I193775966"]}],"countries":["KR"],"is_corresponding":false,"raw_author_name":"Gun Lee","raw_affiliation_strings":["Graduate School of Information, Yonsei University, Seoul, South Korea"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Graduate School of Information, Yonsei University, Seoul, South Korea","institution_ids":["https://openalex.org/I193775966"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5075459146","display_name":"Yi-Hyun Kim","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I193775966","display_name":"Yonsei University","ror":"https://ror.org/01wjejq96","country_code":"KR","type":"education","lineage":["https://openalex.org/I193775966"]}],"countries":["KR"],"is_corresponding":false,"raw_author_name":"Yi-hyun Kim","raw_affiliation_strings":["Graduate School of Information, Yonsei University, Seoul, South Korea"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Graduate School of Information, Yonsei University, Seoul, South Korea","institution_ids":["https://openalex.org/I193775966"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5062818004","display_name":"Bong Jae Lee","orcid":"https://orcid.org/0000-0002-6842-7444","observed_orcids":["https://orcid.org/0000-0002-6842-7444"]},"institutions":[{"id":"https://openalex.org/I193775966","display_name":"Yonsei University","ror":"https://ror.org/01wjejq96","country_code":"KR","type":"education","lineage":["https://openalex.org/I193775966"]}],"countries":["KR"],"is_corresponding":false,"raw_author_name":"Bong Lee","raw_affiliation_strings":["Graduate School of Information, Yonsei University, Seoul, South Korea"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Graduate School of Information, Yonsei University, Seoul, South Korea","institution_ids":["https://openalex.org/I193775966"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I193775966"],"apc_list":null,"apc_paid":null,"fwci":3.737,"has_fulltext":false,"cited_by_count":15,"citation_normalized_percentile":{"value":0.90972222,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":88,"max":97},"biblio":{"volume":null,"issue":null,"first_page":"1","last_page":"5"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.70169997215271,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.70169997215271,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.28299999237060547,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.0027000000700354576,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/mobile-advertising","display_name":"mobile advertising","score":1.0},{"id":"https://openalex.org/keywords/response-rate","display_name":"response rate","score":0.6790000200271606},{"id":"https://openalex.org/keywords/advertising-effectiveness","display_name":"advertising effectiveness","score":0.843999981880188},{"id":"https://openalex.org/keywords/interactive-media","display_name":"interactive media","score":0.7929999828338623},{"id":"https://openalex.org/keywords/audience-targeting","display_name":"audience targeting","score":0.8379999995231628}],"concepts":[{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.7942825555801392},{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.6148448586463928},{"id":"https://openalex.org/C70133500","wikidata":"https://www.wikidata.org/wiki/Q1815904","display_name":"Contextual advertising","level":4,"score":0.5951871871948242},{"id":"https://openalex.org/C110350745","wikidata":"https://www.wikidata.org/wiki/Q1761818","display_name":"Advertising campaign","level":2,"score":0.548907995223999},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.5479902029037476},{"id":"https://openalex.org/C186967261","wikidata":"https://www.wikidata.org/wiki/Q5082128","display_name":"Mobile device","level":2,"score":0.46561312675476074},{"id":"https://openalex.org/C12718992","wikidata":"https://www.wikidata.org/wiki/Q4686766","display_name":"Advertising research","level":2,"score":0.45521777868270874},{"id":"https://openalex.org/C187687199","wikidata":"https://www.wikidata.org/wiki/Q844880","display_name":"Search advertising","level":4,"score":0.42125165462493896},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.30113422870635986},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.16059306263923645},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.15403690934181213}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1109/innovations.2006.301933","doi":"https://doi.org/10.1109/innovations.2006.301933","is_oa":false,"landing_page_url":"https://doi.org/10.1109/innovations.2006.301933","pdf_url":null,"source":{"id":"https://openalex.org/S4306419583","display_name":"International Conference on Innovations in Information Technology","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"conference"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2006 Innovations in Information Technology","raw_type":"proceedings-article"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":1,"referenced_works":["https://openalex.org/W2955352735"],"related_works":["https://openalex.org/W2156554237","https://openalex.org/W7115707801","https://openalex.org/W2003784829","https://openalex.org/W2323876979","https://openalex.org/W2477745037","https://openalex.org/W2159388637","https://openalex.org/W818121529","https://openalex.org/W2592877664","https://openalex.org/W609595802","https://openalex.org/W143734005"],"abstract_inverted_index":{"This":[0],"study":[1,96],"analyzed":[2],"trends":[3],"of":[4,15,21,38,100],"recent":[5],"mobile":[6,16,39,54,77,116,130,135],"advertising":[7,23,31,52,55,78,117,131,140],"in":[8,129],"Korea":[9],"by":[10,119],"examining":[11],"users'":[12],"response":[13,102],"rates":[14],"advertisements,":[17],"and":[18,35,61,105,123,125],"the":[19,98],"effectiveness":[20],"new":[22,127],"strategies":[24],"designed":[25],"to":[26,87,93,115,133,137],"attract":[27],"more":[28],"customers.":[29],"Mobile":[30],"is":[32,45],"rapidly":[33],"developing,":[34],"various":[36],"formats":[37],"advertisements":[40],"are":[41],"emerging":[42],"into":[43],"what":[44],"known":[46],"as":[47],"interactive":[48],"media.":[49],"Unlike":[50],"passive":[51],"methods,":[53],"can":[56],"target":[57],"specific":[58],"audience":[59],"groups,":[60],"provide":[62],"instant":[63],"feedback":[64],"on":[65],"whether":[66],"it":[67,84],"attracts":[68],"a":[69],"user":[70],"or":[71],"not.":[72],"However,":[73],"despite":[74],"its":[75,88],"advantages,":[76],"has":[79],"many":[80],"obstacles":[81],"that":[82,111,126],"prevent":[83],"from":[85],"performing":[86],"potential.":[89],"The":[90,108],"methods":[91],"used":[92],"conduct":[94],"this":[95],"include":[97],"analysis":[99,109],"customers'":[101],"rates,":[103],"interviews":[104],"case":[106],"studies.":[107],"implies":[110],"customers":[112],"differently":[113],"respond":[114],"messages":[118],"content":[120],"type,":[121],"time,":[122],"age,":[124],"techniques":[128],"continue":[132],"promote":[134],"handsets":[136],"become":[138],"useful":[139],"tool":[141]},"counts_by_year":[{"year":2020,"cited_by_count":1},{"year":2019,"cited_by_count":1},{"year":2016,"cited_by_count":3},{"year":2015,"cited_by_count":2},{"year":2014,"cited_by_count":2},{"year":2013,"cited_by_count":1},{"year":2012,"cited_by_count":1}],"updated_date":"2026-11-03T10:50:19.383937","created_date":"2016-06-24T00:00:00"}