Quan, Jing; Peng, Jianping; Qu, Juanjuan; Peng, Le - In: Information Resources Management Journal (IRMJ) 30 (2017) 4, pp. 24-38
,899 records of ad tap-through from a mobile advertising company in China, the authors identify that the influencing factors for … advertisement tap through are application type, mobile operators, scrolling frequency, and regional income level. They use a logit … model to analyze how the probability of advertisement tap through is related to the identified factors. The results show …