Relevant bibliographies by topics / Mobile marketing communications

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Mobile marketing communications'

Author: Grafiati
Published: 4 June 2021
Last updated: 17 February 2022

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Journal articles on the topic "Mobile marketing communications"

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Gorlevskaya, Liudmila. "Building Effective Marketing Communications in Tourism." Studia Commercialia Bratislavensia 9, no. 35 (December 1, 2016): 252–65. http://dx.doi.org/10.1515/stcb-2016-0025.

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Abstract In the world of rapid technological evolution and economy of digitalization, consumers are continuously changing. Tourists are among the first. Their behaviour, media consumption, engagement level and expectations must influence on transformation of applied communication tools. In recent decades, the pace of change became faster. Media consumption has shifted to Internet, Mobile and innovative mediums. The paper proposes modern forms of communication tools on different stages of making-decision process and describes role of each to build marketing communications of tourism industry actors in a more effective way.
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Jahan, Noor Firdoos, and Hadi Salah Abdurrahman Atiat. "The Influence of Marketing Communication Tools on Customers’ Satisfaction Towards Mobile Phone Service Provider Companies in Jordan." Journal of Business and Management Studies 3, no. 1 (May 27, 2021): 58–65. http://dx.doi.org/10.32996/jbms.2021.3.1.6.

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The current study aims to identify the influence of marketing communications tools to achieve customer's satisfaction towards mobile phone service provider companies in Jordan by activating the marketing communications tools to achieve customer's satisfaction and identify the extent of its effectiveness on the mobile phone companies. In this study, the researcher used the descriptive and analytical approach method to describe the phenomenon in question, which evaluates the role of marketing communications tools to achieve customer's satisfaction concerning the mobile phone service providers' companies in the Hashemite Kingdom of Jordan. However, the study population represents all the companies of mobile phone service providers in the Hashemite Kingdom of Jordan, which reached the end of 2019; (3) companies, namely, Zain Jordan Telecommunication Company, Orange Jordan Telecommunication Group, and Umniah Telecommunication Company. Taking into account the limited number of telecommunications companies in Jordan, notably, all telecommunications companies were taken by a comprehensive survey. Accordingly, the study sample represented two categories. The sampling and analysis unit included customers of mobile phone service providers’ companies in the Hashemite Kingdom of Jordan. Meanwhile, the researcher has distributed (600) questionnaire on the study sample individuals who are customers of mobile phone service providers’ companies in the Hashemite Kingdom of Jordan. The study results showed a significant impact of the marketing communication tools on Jordanian mobile phone service provider companies’ customer satisfaction, from customers’ point of view.
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Toker, Aysegul, Kaan Varnali, and Cengiz Yilmaz. "Mobile marketing at Turkcell: Turkey's leading mobile operator." Emerald Emerging Markets Case Studies 1, no. 1 (January 1, 2011): 1–9. http://dx.doi.org/10.1108/20450621111122309.

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Subject area Mobile marketing. Study level/applicability Undergraduate and Graduate levels. Case overview Driven by the ongoing evolution in mobile technologies and the increasing penetration of smart phones, the use of the mobile medium for marketing purposes is becoming more and more popular across industries. This case study presents an overview of the mobile marketing ecosystem embedded in the story of the transition of Turkcell from a traditional carrier into a leading mobile services provider. The aim is to familiarize the reader with the benefits and challenges of using the mobile medium for marketing communications and provide lessons from Turkcell experience for success in mobile marketing. Expected learning outcomes Develop a comprehensive understanding of the concept of “mobile marketing” and the current state of mobile technologies; develop a general knowledge of various types of mobile marketing applications; have a general knowledge and understanding of the consumer-centric value propositions of mobile marketing; gain a perspective on the nature and dynamics of mobile business environment and have the chance to examine real-market campaigns that leverage unique properties of the mobile medium. Supplementary materials Teaching notes.
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Wang, Weiyang, Manabu Ichikawa, and Hiroshi Deguchi. "Analyzing Marketing Strategies in the Emerging Mobile Communications Market." International Journal of Knowledge and Systems Science 7, no. 4 (October 2016): 40–59. http://dx.doi.org/10.4018/ijkss.2016100103.

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As one of the typical emerging markets, China's 3rd generation (3G) mobile communications service is proliferating rapidly recently, and great potentialities are expected in the market. Thus the strategy to improve the share in the emerging 3G service market appears to be an important topic for the mobile communications operators. To study the topic, the authors apply an agent-based model to study the interactions among the individuals and the complex externalities in China's 3G mobile communications market, and analyze several strategies of the operators with computational simulation. Based on the analysis, the efficient strategies for each operator to improve the market share are proposed. Furthermore, the analysis also shows that how the efficiency of the strategies varies depending on the different market environments. Because the emerging markets share some common characteristics, the conclusions can also be applied in other emerging communications markets.
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Yim, Jaegeol, Subramaniam Ganesan, and Byeong Ho Kang. "Location-Based Mobile Marketing Innovations." Mobile Information Systems 2017 (2017): 1–3. http://dx.doi.org/10.1155/2017/1303919.

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Smith, Victoria, and Nancy Wiggins. "Benefits of app development: marketing services using mobile communications." Journal of Aesthetic Nursing 5, no. 7 (September 2, 2016): 360–61. http://dx.doi.org/10.12968/joan.2016.5.7.360.

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Mushtaq, Hammad, Mansoora Ahmed, and Muhammad Khalid Iqbal. "Towards Affirmative Customer Recommendations in Mobile Commerce." JOURNAL OF INTERNATIONAL BUSINESS RESEARCH AND MARKETING 3, no. 4 (2018): 7–11. http://dx.doi.org/10.18775/jibrm.1849-8558.2015.34.3001.

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Lately, the prevailing adoption of mobile commerce is evident throughout the developed economies. A similar trend is followed in developing countries; however, the acceptance of emerging mobile-based business ventures is still in its infancy. Establishing trust and affirmative word of mouth can contribute to effective placement of mobile commerce. The current study presents a literature review and research model to highlight the impact of social influence and customer attitude towards personalized communications on building trust perceptions and customer recommendations in mobile commerce. Mobile commerce vendors invest in pursuing customers through interactive and integrative marketing communications. Prospect customers develop trust perceptions concerning mobile commerce vendor over these communications. Customers perceived social influence has an important role in technology adoption structure of “Unified Theory of Acceptance and Usage of Technology” (UTAUT) by Venkatesh. This paper presents a hypothesized model based on the theoretical background of integrated marketing and technology adoption theories. The research design and methodology has been articulated to test proposed research model empirically.
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Chomvilailuk, Rojanasak, and Ken Butcher. "The impact of strategic CSR marketing communications on customer engagement." Marketing Intelligence & Planning 36, no. 7 (October 1, 2018): 764–77. http://dx.doi.org/10.1108/mip-10-2017-0248.

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Purpose The purpose of this paper is to determine the effectiveness of strategic corporate social responsibility (CSR) initiatives that seek to enhance customer engagement, through different forms of positive word of mouth. Design/methodology/approach A total of 258 responses were collected from customers of mobile telephone service providers, and analysed using t-tests, ANOVA and structural equation modelling. The survey embedded a realistic press release, purporting to originate from the respondent’s service provider, communicating CSR information. Findings Mobile telephone users are largely indifferent to CSR communication activities but segments of the market respond differently. Customer-perceived community value of the strategic CSR initiative to the intended beneficiary of the activity was found to be an effective antecedent of customer engagement. Research limitations/implications Alternative modes of customer engagement have the potential to enhance customer discourse. Customer-perceived community value of the strategic initiative provides further explanatory power to the CSR–customer relationship. Practical implications Customer-perceived community value can be used as a planning tool for marketers to gauge the effectiveness of CSR advertising campaigns before launch. Managers can adapt their CSR communications message to better reflect customer concerns. Social implications NGOs that offer greater perceived community value can partner with companies more successfully. Originality/value A holistic CSR-centric approach to evaluate strategic CSR initiatives and determine their influence on alternative forms of customer engagement is novel.
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Yim, Jaegeol, Subramaniam Ganesan, and Byeong Ho Kang. "Location-Based Mobile Marketing Innovations 2018." Mobile Information Systems 2019 (April 28, 2019): 1–2. http://dx.doi.org/10.1155/2019/2164708.

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Heinonen, Kristina, and Tore Strandvik. "Consumer responsiveness to mobile marketing." International Journal of Mobile Communications 5, no. 6 (2007): 603. http://dx.doi.org/10.1504/ijmc.2007.014177.

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Dissertations / Theses on the topic "Mobile marketing communications"

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Leppäniemi, M. (Matti). "Mobile marketing communications in consumer markets." Doctoral thesis, University of Oulu, 2008. http://urn.fi/urn:isbn:9789514288159.

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Abstract This dissertation aims to examine the theoretical and empirical foundations of the mobile marketing phenomenon. While numerous studies have yielded important insights into this topic, the existing mobile marketing literature appears to be inconsistent and somewhat fragmented. With the help of two action research projects, interviews of mobile marketing practitioners, and an online survey, this study aims to contribute to our understanding of the nature of mobile marketing communications in consumer markets. This thesis consists of an introductory section and five papers. The first paper evaluates the current state of mobile marketing research based on a review and an analysis of extant literature that focuses on mobile (or wireless) applications aimed at marketing or advertising. Various definitions of mobile marketing are evaluated and a more technologically-agnostic definition is provided. The second paper presents a framework of the mobile marketing communications environment that delineates how mobile marketing should be integrated into a company's integrated marketing communications strategy. A comprehensive overview of divergent mobile marketing activities is provided, along with representative examples derived from popular press. In addition, a detailed description of mobile marketing campaign planning and its implementation process is provided. The third paper provides a conceptual model of the relationships between interactive integrated marketing communications and database management in a mobile context. The results from empirical research suggest that consumers are willing to participate in Short Message Service (SMS) marketing in a retailing context. The fourth and fifth papers utilize data collected by means of an online survey (n = 4,062) and examine the factors associated with consumers' intention to receive mobile advertising messages and responses to SMS direct-response campaigns. The results suggest that consumers' intention to receive mobile advertising messages is related to the relevance of the message, permission to receive mobile advertising messages, the benefits of receiving the message and the privacy of personal data. In addition, the results suggest that women and men differ significantly in their responses to SMS call-to-action campaigns, consumers aged 36–45 years are most likely to respond to SMS call-to-action in a TV program and participate in SMS sweepstakes and other competitions, and that employment status has a substantial impact on consumers' SMS campaign activity. Overall, this thesis provides a conceptual and theoretical foundation intended to guide research efforts focused on mobile media and to aid practitioners in their quest to achieve mobile marketing success.
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Un, Man Wai. "Pricing in mobile communications services." Thesis, University of Macau, 2003. http://umaclib3.umac.mo/record=b1636778.

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Dyachkov, Konstantin. "The role of modern mobile and social media communications : Case of SMEs’ marketing activities." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-34843.

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Background: In today’s world mobile marketing and social media marketing are playing a significant role. The reason for this is a global digitalization that effects a lot of interactions between clients and organizations. In that situation small and medium-seized enterprises (SMEs) are challenged to exist and generate revenue. Huge corporations also observe the change in the business landscape, however it is much easier for them to adapt as they have way more resources and expertise concerning marketing in ‘digital era’. As the market becomes more competitive SMEs have to act wisely, but they do not always have necessary knowledge. Purpose: Consequently, the purpose of this thesis is to determine whether using SMM and mobile marketing brings value to the SMEs and have proven andmeasurable positive outcomes on sales of the company. Method: As the research explores the topic of SMM and mobile marketing in relationwith SMEs the decision was made that main source of data will be executives and marketing practitioners of the companies who use social media in their business activity. The research method will be exploratory, with induction as the primary research approach. Hence, semi-structured interviews were chosen as empirical data source. Finally, 12 interviews were held with companies from various business sectors from Russia and Sweden. Qualitative research gives an opportunity to investigate such a developing area find out certain business insights and vision from the companies that would be difficult to find out otherwise. Results & Contribution: First of all, the thesis has a theoretical contribution. The theoretical framework can give a deeper understanding of the subject for marketing practitioners and executives. As the theory moves forward on such a popular topic some of the instruments may have been left aside, whereas the conceptual framework can grab the attention and reveal the tools of SMM and mobile marketing that were not used by the companies. Furthermore, research has a comprehensive empirical analysis of the subject. The 12 semi-structured interviews covered all the areas that were previously examined in theoretical part. SMEs can use the practical part as a foundation to build their own marketing strategy. Such a strategy may be a complex platform for achieving results. Whereas, the participants share insights and vision on the subject.
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So, Hong-pak Ryan. "A study on the segmentation of Hong Kong mobile communications market and its marketing implications /." Hong Kong : University of Hong Kong, 1995. http://sunzi.lib.hku.hk/hkuto/record.jsp?B14038614.

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So, Hong-pak Ryan, and 蘇康伯. "A study on the segmentation of Hong Kong mobile communications market and its marketing implications." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1995. http://hub.hku.hk/bib/B31266812.

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Jirman, Tomáš. "Analýza současných trendů na trhu mobilních komunikací na příkladu společnosti Vodafone." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-81991.

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This work aims to prepare the analysis puts current trends in the mobile market, and these results are then used to evaluate the current position of Vodafone Czech Republic and its marketing communications to mobile communications market in the Czech Republic. The analytical part of the work focuses on the local telecommunications market, regulatory environment, and marketing communications company described. Based on these findings are then also defined current trends in the mobile communications market and they then derive predictions of the future development of the entire market. Given the specific nature of this market, the individual's internal analysis based on information obtained directly from the surveyed companies, which for this work of great benefit as set out conclusions are backed by real market data. The work also draws on research methods conducted among customers of mobile operators, but their aim was to determine customer attitudes to new technologies or brand awareness operator or its marketing communications.
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Habrová, Martina. "Obsahová analýza inzerátů v oblasti mobilní komunikace." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-4944.

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Diploma work on the theme Content Analysis of advertisements' in mobile communication concerned by research work of mobile operators and mobile phone makes. First part of the research work focuses on characteristics of Koktejl magazine, where from I have picked the advertisements', descriptions of market operators and descriptions of used research technique. In next part the research work is being processed. This research work was done by content analysis of advertisements' in Koktejl magazine. It was done from all advertisements' of mobile communication, which were published since 1997 to the present. Research outcome is to find out how the printed communication in mobile world had changed and how had changed the communication of operators in moments, when they were becoming a part of transnational company.
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Iraba, Marie Louise. "Inexpensive mobile technologies to empower rural farmers with m-agriculture." Thesis, University of the Western Cape, 2010. http://etd.uwc.ac.za/index.php?module=etd&action=viewtitle&id=gen8Srv25Nme4_9526_1370595447.

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Market information and established communication between seller and buyer play an important role in business activities. This thesis investigates the Transkei area in the Eastern Cape 
Province, South Africa to find out how to empower rural farmers by providing them with less-expensive mobile technology enabling them to post and advertise their produce, access market 
information on a common database, and find and communicate with potential customers. The farmers&rsquo
requirements were identified using quantitative and qualitative methods and a prototype 
consisting of USSD and web applications was developed. It allows the farmer to follow a sequence of menu commands to send a request to the database and access market information, such 
as commodity prices, and post information about their own produce so as to attract more customers. The low cost of USSD and the ubiquity of mobile phones enable the system to be usable, affordable and effective. During the final stage of development, the system was tested successfully and addressed a major problem faced by farmers, i.e. lack of access to market information.

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Zhang, Chenjie. "Why do We Choose This App? A Comparison of Mobile Application Adoption Between Chinese and US College Students." Bowling Green State University / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1529856226667762.

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Andersson, Mindy, Ella Herman, and Emma Lundgren. "Konsten att sammanfläta varumärkesidentitet och omnikanaler : En kvaltativ studie applicerat på modevarumärken." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76162.

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Books on the topic "Mobile marketing communications"

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Littler, Dale. The want of marketing: The case for mobile communications. Manchester: Manchester School of Management, 1992.

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Littler, Dale. From technology to marketing: The way forward for mobile communications. [Oxford]: Programme on Information & Communication Technologies, 1991.

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Lindgren, Mats. Beyond mobile: People, communications and marketing in a mobilized world. Basingstoke: Palgrave, 2002.

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Nelson, David Andrew. A qualitative study of services marketing quality: The mobile communications industry. (s.l: The Author), 1996.

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A, Gratton Dean, ed. Marketing wireless products. Amsterdam: Elsevier/Butterworth-Heinemann, 2004.

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Leinonen, Jouni H. Organizational learning in high-velocity markets: Case study in the mobile communications industry. Helsinki: Helsinki School of Economics, 2009.

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Leinonen, Jouni H. Organizational learning in high-velocity markets: Case study in the mobile communications industry. Helsinki: Helsinki School of Economics, 2009.

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A quick start guide to podcasting: Creating your own audio and visual material for iPods, Blackberries, mobile phones, and websites. London: Kogan Page, 2010.

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Rideout, Adam Thomas. Are the marketing communications techniques of the major mobile phone networks effective for a market that will reach 50% penetration by the year 2001?. Oxford: Oxford Brookes University, 2000.

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Haig, Matt. Mobile marketing: The message revolution. London: Kogan Page, 2002.

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Book chapters on the topic "Mobile marketing communications"

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Ma, Ling, and Yamin You. "The Research on Mobile Payment Marketing of China." In Communications in Computer and Information Science, 273–79. Berlin, Heidelberg: Springer Berlin Heidelberg, 2011. http://dx.doi.org/10.1007/978-3-642-23020-2_41.

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Graham, Kenneth W. "The Influence of Technology Addiction on Technology Acceptance and Use: An Exploration of Mobile Communications Technology." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 827–30. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10951-0_303.

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Petrovic, Otto. "A Digital Platform for Marketing Communications in the Mobile and Social Media Space." In IFIP Advances in Information and Communication Technology, 182–92. Berlin, Heidelberg: Springer Berlin Heidelberg, 2010. http://dx.doi.org/10.1007/978-3-642-16283-1_22.

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Shareef, Mahmud Akhter, Yogesh K. Dwivedi, and Vinod Kumar. "Target Marketing and Development of the Communication Channel." In Mobile Marketing Channel, 103–19. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-31287-3_6.

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Eberl, Markus. "An Application of PLS in Multi-Group Analysis: The Need for Differentiated Corporate-Level Marketing in the Mobile Communications Industry." In Handbook of Partial Least Squares, 487–514. Berlin, Heidelberg: Springer Berlin Heidelberg, 2009. http://dx.doi.org/10.1007/978-3-540-32827-8_22.

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Winter, Felix. "Marketing Aspects in the Game Design Process of Free-To-Play Mobile Games." In Conference Proceedings Trends in Business Communication 2016, 189–94. Wiesbaden: Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-17254-1_20.

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Djane, Kabran Aristide, and Richard Ling. "The Use of Mobile Communication in the Marketing of Foodstuffs in Côte d’Ivoire." In Impact of Information Society Research in the Global South, 223–41. Singapore: Springer Singapore, 2015. http://dx.doi.org/10.1007/978-981-287-381-1_12.

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Shen, Kai-Shuan. "The Study on How Influencer Marketing Can Motivate Consumer Through Interaction-Based Mobile Communication." In Lecture Notes in Computer Science, 652–60. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-60152-2_49.

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"A pioneer for mobile communications." In Marketing Wireless Products, 219–43. Routledge, 2012. http://dx.doi.org/10.4324/9780080496450-22.

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Harvey, Kenneth E., and Yulia An. "Marketing and Mobile." In Mobile Commerce, 299–327. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-2599-8.ch016.

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Integrated Marketing Communications (IMC) was gaining popularity even before the World Wide Web. But with the explosion of online marketing, it is nearly impossible to avoid integration. This chapter will explore how digital and mobile marketing are dictating such changes in marketing. An overview of modern mobile marketing practices and trends builds upon a comparison of the traditional marketing mix (4 Ps) with a more consumer-oriented concept of 4 Cs. As products are being replaced with consumers, promotion with communication, place with convenience, and price with cost, the rise of mobile devices and the mobile Internet brings up a multitude of new concepts into traditional marketing theory and practice. Supplemented with best industry examples, the review of emerging mobile marketing concepts moves from broad online strategies, like inbound marketing, to very mobile-specific trends, like the Internet of Things.
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Conference papers on the topic "Mobile marketing communications"

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Xiao, Yan. "Marketing Communications within Real Estate Enterprises of Chongqing." In 2008 4th International Conference on Wireless Communications, Networking and Mobile Computing (WiCOM). IEEE, 2008. http://dx.doi.org/10.1109/wicom.2008.1254.

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Meng, Jian, and Liyi Zhang. "An Innovative Solution for E-Commerce Marketing: eTong." In 2007 International Conference on Wireless Communications, Networking and Mobile Computing. IEEE, 2007. http://dx.doi.org/10.1109/wicom.2007.879.

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Yi, Jia. "Customer Relationship Marketing in Chinese Golf Operation." In 2008 4th International Conference on Wireless Communications, Networking and Mobile Computing (WiCOM). IEEE, 2008. http://dx.doi.org/10.1109/wicom.2008.1278.

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Liu, Dawei, and Qian Li. "Marketing for SME in Online Auctions Platforms." In 2008 4th International Conference on Wireless Communications, Networking and Mobile Computing (WiCOM). IEEE, 2008. http://dx.doi.org/10.1109/wicom.2008.2223.

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Wangxin, Wenfeng Wang, and Shaojie Zhang. "Marketing Innovation Strategy for Terminal Product of the Mobile Communications Industry Chain." In 2009 International Conference on E-Business and Information System Security (EBISS). IEEE, 2009. http://dx.doi.org/10.1109/ebiss.2009.5138009.

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"MOBILE MARKETING COMMUNICATIONS TO THE YOUTH - An Analysis of the MXit Platform." In International Conference on e-Business. SciTePress - Science and and Technology Publications, 2010. http://dx.doi.org/10.5220/0002886200050013.

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Zhou, Jun, Youming Liu, and Dandan Li. "A Measure of Knowledge Sharing in Marketing Channel." In 2008 4th International Conference on Wireless Communications, Networking and Mobile Computing (WiCOM). IEEE, 2008. http://dx.doi.org/10.1109/wicom.2008.1470.

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Liu, Xingguo. "Research on Web-Based Marketing Decision Support System." In 2008 4th International Conference on Wireless Communications, Networking and Mobile Computing (WiCOM). IEEE, 2008. http://dx.doi.org/10.1109/wicom.2008.2745.

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Yan, Kuo-Qin, Shu-Ching Wang, Shun-Sheng Wang, and Yi-Ping Lin. "Application of Data Mining for Enterprise Digital Marketing Strategy Making." In 2011 Third International Conference on Communications and Mobile Computing (CMC). IEEE, 2011. http://dx.doi.org/10.1109/cmc.2011.29.

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Wu, Dianyi, Siwei Long, Xiaolin Zhou, and Yan Zhou. "Research on Marketing System Construction of Internet Platform Based on Big Data Technology." In 2021 International Wireless Communications and Mobile Computing (IWCMC). IEEE, 2021. http://dx.doi.org/10.1109/iwcmc51323.2021.9498924.

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