Advertising on mobile apps versus the mobile web: Which delivers better advertisement recognition and willingness to buy?

Do consumers process mobile advertising on mobile websites and branded apps in the same way? To answer this question, this article examines both the antecedents and consequences of mobile websites and branded apps.


  • Branded apps help consumers recognize advertisements more than do mobile websites.
  • Branded apps can increase consumers’ willingness to buy more than do mobile websites.
  • Advertising on popular apps may not be as effective as advertising...
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