Sung, ChristineRossmann, AlexanderZimmermann, Alfred2017-06-082017-06-082017978-3-88579-666-4The current study addresses the effectiveness of special holidays (e.g., Thanksgiving) ads for GPS-aware mobile advertising to distinguish the effectiveness of specially targeted holiday ads from non-targeted ads during a specific holiday period. MANOVA and t-tests were conducted to test hypotheses. Findings show that scenario-based mobile app users’ ad responses for the specially targeted holiday ad menu group differ from the non-targeted ad group between the high prior trust group and the low prior trust group. The key finding that the level of prior brand trust (high trust vs. low trust) between the specially targeted holiday and non-targeted ad menu groups had the greatest influence on intention to click and visit the brand of all the factors addressed in this study.enSpecial holiday mobile advertisingscenario-based mobile app users’ ad responsesmobile platform1617-5468