In-app advertising : a two-step qualitative comparative analysis to explain clicking behavior

Mattke, JensJensMattkeMaier, ChristianChristianMaier0000-0001-8328-2493Reis, LeaLeaReis0000-0002-6607-0517Weitzel, TimTimWeitzel0000-0002-2130-35402021-04-152021-04-1520210309-0566https://fis.uni-bamberg.de/handle/uniba/49776Publication date: 8 April 2021 (ahead-of-print)engIn-app advertising : a two-step qualitative comparative analysis to explain clicking behaviorarticle10.1108/EJM-03-2020-0210