Dissertations / Theses: '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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Amarsanaa, Bolor, and Joshua Anjorin. "Mobile Marketing : Study of ICA - Correlation between mobile marketing and customer loyalty." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-11766.

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ABSTRACT Title: Mobile Marketing: Study of ICA – Correlation between mobile marketing and customer loyalty Level: Master Degree in Business Administration Authors: Bolor Amarsanaa and Joshua Anjorin Supervisor: Ernst Hollander Date: 2012 – January Aim: Having loyal customers is a key for successful organizations. There is increased complexity and competitiveness in the market place as regards to what companies need to do and how to do them in meeting the needs of customers. Is that why companies today are exploring the potentials of mobile phones to ultimately earn customers’ loyalty? However, there is not much research done in this area, especially in finding correlation between mobile marketing and customer loyalty. Thus, this research aims to examine correlation between mobile marketing and customer loyalty. Method: Data collection methods included literature reviews, a questionnaire and interviews. These were analysed by hypothesising, comparing with theories, and the use of descriptive analysis, correlation, and other methods presented as discussions, tables, and charts. Results & Conclusions: The theoretical and empirical research findings show that customer loyalty is positively related with mobile marketing. Use of mobile marketing such as mobile application, mobile web and SMS can perhaps enhance customer loyalty by meeting the demand of customers; increasing interaction and communication with customers; and increasing customer satisfaction. However, due to the research limitations and due to the fact that mobile marketing is a relatively new field of study, it needs some more time and more extensive research to make a general assumption about relationship between them and the strength of such relationship. Suggestions for future research: For further research, more extended research with broader samples is essential. It will be also crucial to investigate how much of an effect mobile marketing has on customer loyalty by scrutinizing company’s cost and profit measurements of mobile marketing besides opt-in and opt-out measurements of customers. Contribution of the thesis: We hope that this research has scratched the surface to this new field of study and made an addition to existing theory. It also stirs up interests in the emerging research on mobile marketing’s untapped potentials. Key words: Mobile Marketing, Customer loyalty, mobile phone, customer satisfaction, communication with customers.

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Berriman, Paul. "The marketing of cellular mobile radio telephones in Hong Kong." Thesis, [Hong Kong : University of Hong Kong], 1985. http://sunzi.lib.hku.hk/hkuto/record.jsp?B12316933.

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Roy, Melissa R. "Effective Marketing Strategies to Reach Mobile Users." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/4252.

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Reaching users on mobile devices has never been more critical for retailers given the ubiquitous use of mobile devices. U.S. consumers who shop online are using personal computers less and mobile devices more when doing so. The purpose of this single case study was to explore mobile device marketing strategies used by retail marketing leaders to reach mobile users effectively. Rogers's diffusion of innovation theory provided the conceptual framework for the study. Participants included a purposeful sample of 8 marketing managers employed by a Fortune 1000 retail organization in the Pacific Northwest. Data collected via in-person, semistructured interviews and a review of the marketing plan documents were thematically analyzed and methodically triangulated. There were 11 themes that emerged from the interviews and marketing plan document review. The results indicated that mobile marketing managers could focus their efforts on 3 of the 11 themes to reach mobile users. The 3 primary themes included getting close to their customers to learn about customers' preferences, gathering and using big data in an intelligent way, and tailoring experiences by sending messages and offers at times when users are most likely to transact. Results from this study may foster positive social change by increasing profits within the organization as a result of more effective mobile device marketing strategies. The profits retailers generate through effective mobile device marketing strategies could allow them to provide additional community support through charitable donations and provide additional support through the creation of new positions within the community.

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Alotaibi, Ibrahim Saleem Alzaaydi. "Beyond mobile advertising : an empirical investigation of customer engagement and empowerment with mobile marketing communication campaigns." Thesis, University of Hull, 2014. http://hydra.hull.ac.uk/resources/hull:14363.

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The importance of customer engagement to sustain and foster business growth in an interactive environment has been recognised in the practitioner literature. It has also been observed that engaged customers become empowered in a given marketing communication environment. Yet, there has been very little, if any, academic enquiry examining these concepts within the mobile commutations context. This is surprising given that we are live in an increasingly mobile technology dominated world. Thus, the aim of this research is to examine customer engagement behaviour and its relationship to customer empowerment in the context of mobile communication. A conceptual model is built on the foundations of the technology acceptance model (TAM). This model seeks to explain the level of engagement and empowerment of customers in mobile marketing campaigns with subjective norms, information seeking, perceived ease of use and perceived usefulness as antecedents. The inquiry extends to examining the impact of moderating factors that influence customer engagement and empowerment along with behavioural intention as a consequence. Following Churchill (1979), a scale to measure engagement was developed. Given the positivist foundations of this study, an online questionnaire was used to collect data. Respondents were recruited from several popular electronic forums in Saudi Arabia. Following data collection, covariance based Structural Equation Modelling was employed in the analysis. The study makes a contribution both on a theoretical level and at a practical level. On a theoretical level, a new scale is developed to measure customer engagement. This will provide a basic understanding of customer behaviour in mobile marketing communication. The relationship between customer engagement and customer empowerment was significant. Subjective norms and information seeking were significant to customer empowerment, while only subjective norms were significant to customer engagement. Perceived usefulness was significant to customer engagement and customer empowerment, while perceived ease of use was insignificant to both of them. In addition, behavioural intention was significant to customer empowerment. On a practical level, the developed scale will help to improve customers’ relationships with businesses; as marketers are now able to enhance engagement by providing an outlet for social interaction, for example. Furthermore, a better understanding of customers’ behaviour will help marketing professionals to better segment and target the appropriate customers to enhance their loyalty.

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Vašková, Alexandra. "Mobilná aplikácia ako súčasť marketingovej komunikácie Fakulty managementu VŠE." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-197450.

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Diploma thesis focuses on modern trends in marketing communication of specific educational institution. Main goal of the thesis is to analyse and to design of a mobile application for Faculty of Management University of Economics in Prague as a new tool of marketing communication intended for candidates interested in studying and potential students. Theoretical part of the thesis includes general topics about strategic university management of Universities, marketing communication and relations management. Author also presents the mobile application as a product, its applicability, ways of its distribution and necessary steps for its analysis and design.

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Tong, Meng Io. "Mobile product purchase and payment through QR Codes." Thesis, University of Macau, 2017. http://umaclib3.umac.mo/record=b3691620.

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Zbořilová, Lucie. "Návrh marketingového mixu pro systém SMSbrána." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2013. http://www.nusl.cz/ntk/nusl-224135.

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The subjekt of the master’s thesis „Proposal of the marketing mix for the system SMSbrána“ is to define individual instruments of the marketing mix with an focus on the marketing communication on the internet and it’s use for the system SMSbrána. The thesis consist of free sections. The first part explains the basic concepts of marketing mix, on which is the second part based. I have done an analysis and product specification in the analytical part. This helped me to define main shortcoming of the system. I proposed recomendations to eliminate shortcoming in the third part.

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Ehrenberg, Karla Caldas. "COMUNICAÇÃO MERCADOLÓGICA EM CELULARES: um panorama do mobile marketing brasileiro." Universidade Metodista de São Paulo, 2011. http://tede.metodista.br/jspui/handle/tede/929.

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Made available in DSpace on 2016-08-03T12:31:17Z (GMT). No. of bitstreams: 1 Karla Caldas.pdf: 3995021 bytes, checksum: f06d4d49642268ac6d06cb26439f0bea (MD5) Previous issue date: 2011-02-15
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The main aim of this research is analyzing the marketing communication processes that use mobile phones as publicizing platform. The research intent is to know which mobile marketing practices has been carried out in Brazil and how developed contents for mobiles are used in business disclosure. The connected young consumer s characteristics, drawing attention to their self-assurance to transit in new media, and companies forms to communicate with these consumers are part of the subject broached in this study. In depth interviews with professional s area were used as methodology for this qualitative research of exploratory character and the bibliography and documentary resources were served as basis for analysis of interviews. The research has identified that movable communication universe is fundamental to develop campaigns that provide experience with brands and offer relevant contents for consumers. Nevertheless, some technological hurdles do not allow at the moment that actions be expanded to all the Brazilian consumers who have a cellular phone.
O objetivo principal dessa pesquisa é analisar os processos de comunicação mercadológica que utilizam os celulares como plataforma de divulgação. É intenção da pesquisa conhecer as práticas de mobile marketing realizadas no Brasil e a forma como os conteúdos desenvolvidos para celulares são utilizados na divulgação empresarial. As características dos jovens consumidores conectados, com destaque para a desenvoltura com que transitam nas novas mídias, e as formas como as empresas se comunicam com esses consumidores também fazem parte dos temas abordados neste estudo. Entrevistas em profundidade com profissionais da área foram utilizadas como metodologia para essa pesquisa qualitativa, de cunho exploratório, e os levantamentos bibliográfico e documental serviram como base para a análise das entrevistas. A pesquisa observou que no universo da comunicação móvel é fundamental desenvolver campanhas que proporcionem experiência com as marcas e ofereçam conteúdos relevantes aos consumidores. Contudo, alguns entraves tecnológicos não permitem que, até o presente momento, essas ações sejam expandidas para todos os consumidores brasileiros que possuem um celular.

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Zimolová, Michaela. "Analýza lokální marketingové komunikace na vybrané společnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-71852.

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The aim of my Master's Thesis is to analyse the local marketing communication of the Vodafone Czech Republic, a.s. company. I use current secondary information sources and primary resources are collected through in-depth interviews with specialists and a method of observation. My Master's Thesis starts from theoretical information on the issue, then it continues with practical findings and finally, I close up with a summary of the analysis and recommendations. I found out that the mobile telecommunications market offers a great potential for local marketing for both mobile service providers, as well as for other companies in the market. In the international Vodafone Group the marketing communication is directed mainly locally within the individual states, communication is unified and has the central character of the rules, but there are many local exceptions. In the Czech Republic, Vodafone has active, regionally based local marketing communications since the summer of 2010, but a local marketing potential is not fully utilized so far. Future trends in marketing suggest greater use of new technologies, mobile and online marketing. Local marketing will belong to the portfolio of a successful organisation.

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Claesson, Jennifer, and Henrik Gedda. "Google Ads: Understanding millennials' search behavior on mobile devices." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75731.

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Purpose: The purpose of this study is to understand millennials search behavior on mobile devices. Research Questions: How do millennials value organic and sponsored search results on mobile devices? What are the Web advertising variables that affect millennials attitudes towards sponsored search ads on mobile devices? Methodology: Data was collected from 103 Swedish millennials through an experiment and survey. Conclusion: The findings of this research supports the variables of entertainment and incentives to have a positive association with millennials attitudes towards mobile search ads while irritation, informativeness and credibility were only partially supported when testing independently with attitudes. An overall negative attitude could be seen toward sponsored links when participants motivated their action to click. Moreover, the results illustrated a higher attitude value towards mobile search ads to reflect an increased click behavior on sponsored search results.

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Sýkora, Petr. "Moderní marketingová komunikace." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-197841.

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Modern marketing communication is in recent years often discussed topic not only because of the internet. This thesis examines in detail the current trends in internet marketing, especially banner and mobile advertising. The aim of this thesis is to decribe a shift of the media cost from traditional media like print or radio advert to online advertising, as well as outline the expected developments in mobile advertising and application of theoretical knowledge in practice. The theoretical part deals with the very concept of marketing, marketing communications but also describes the problems of marketing research and the development of the Internet in the world and in the Czech Republic. The practical part then describes in detail the various processes that involves banner advertising and comments the current trends in mobile advertising.

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Smolíková, Barbora. "Marketingová komunikace." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-377616.

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Diploma thesis focus on optimization of online marketing communication of Reinto company. Based on these analyzes, it is proposed optimization of existing online marketing communications including budget, risk analysis, time schedule, RACI matrix and other recommendation.

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Brabec, Lukáš. "Optimalizace a komunikace produktu vybraného obchodního centra." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2018. http://www.nusl.cz/ntk/nusl-377981.

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The Diploma Thesis is focused on the problematic of the optimization and consecutive communication of the mobile application which is developed by one Prague shopping center for its needs. For that I will use suitable communication mix based on current experience since the launch of the app which was in September 2017. The communication of the application itself to all interest groups in managed by marketing agency in cooperation with marketing management of the certain shopping center. Though it seems on the first sight that it is mainly B-2-B market, main interest focus is on the final customer satisfaction and that is B-2-C market. There is a detailed analysis of the Prague shopping centers market with emphasis on another mobile applications of the same purpose made in the Thesis. Then there are the steps how to make the marketing communication of the application more effective a so make the awareness of the application better suggested from the results of the analytical part .

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Zitková, Iva. "Komerční komunikace aplikací pro IPhone/ipad." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-81405.

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The Master's Thesis with a title Commercial communication of iPhone and iPad applications is focused on the analysis of the effectivness of the individual elements that are neccessary for a successful application with a special attention on commercial communation. The paper is divided into two parts where the first (theoretical) one talks about the role of commercial communication in today's world, description the mobile phone market and its customers and specifying the activites recommanded to become successful with one's iPhone/iPad application. The main output of this part is the creation of hypothesis related to the recommended activities. The second (practical) part describes the life of two applications and compares the realized actitivites to the sales. The final part provides the evaluation of the hypothesis regarding the findings of the practical part.

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Cadet, Thomas. "Contributions empiriques sur l’offre et la demande de téléphonie mobile." Thesis, Rennes 1, 2013. http://www.theses.fr/2013REN1G015.

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L’objectif de cette thèse empirique est de contribuer à une meilleure compréhension du marché de la téléphonie mobile en étudiant les stratégies d’offres (et notamment la tarification) des opérateurs, ainsi que les comportements des consommateurs en termes d’usages et de recommandation
We wish to contribute to the understanding of the mobile market by studying the pricing strategies of the operators, but also by studying the consumers behavior in terms of uses and recommendation

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Chiu, Wan Lan. "Competitive analysis : a case study of the mobile telecommunication services industry in Hong Kong." Thesis, University of Macau, 2003. http://umaclib3.umac.mo/record=b1636643.

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Mangs, Melinda. "Morgondagens marknadsföring." Thesis, Uppsala University, Media and Communication, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-7807.

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Purpose/Aim: The purpose of this study was to investigate future marketing channels from the perspective of professional marketers.

Material/Method: The study is based upon interviews with six professional marketers.

Main results: Traditional marketing is not being put aside but needs to be combined with new methods. There are several new and exciting ways to gain attention from the audience, all depending on the purpose of the campaign. Mobile technology is considered upcoming and target group defining is a key issue.

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Pérez, Diaz Carla Noelia. "Influencia de las estrategias de online branding en la creación de brand equity para aplicaciones móviles de servicios en jóvenes millennials de 20 a 30 años de lima metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/651699.

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Esta investigación examina las diversas estrategias de branding online y su efecto en la construcción de valor o Brand equity en los jóvenes millenials de 20 a 30 años en Lima metropolitana, respecto a las aplicaciones móviles de servicios como Rappi y Glovo. Este tema se desarrolla a través de las diversas teorías y comentarios de autores que tienen especialidad en el desarrollo de imagen e identidad para las marcas, así como especialistas que entienden la manera en cómo el público se puede ver influenciado por este tipo de herramienta. Analizando el caso especifico de Rappi y Glovo en Perú, se ha logrado entender la influencia y repercusión de sus estrategias de branding online en el público objetivo definido. Este estudio explora los cinco niveles del brand equity (brand awareness, brand associations, valor percibido, imagen de marca y lealtad de marca) a través del modelo de WPP del Meaninfull Diferrent Framework (MDF) que nos permite entender la saliencia, diferencia y signficiancia de las marcas en un mercado de manera más simple y eficaz. También, apoyándonos en el modelo tradicional del Brand equity podemos entender el nivel en el cual se ubican en este modelo del valor de marca. El alcance de cada nivel de este modelo de análisis ha dependido del impacto y relevancia de los esfuerzos comunicacionales, respecto al branding, en fan pages, aplicaciones móviles de las marca, o las diversas estrategias aplicadas por las empresas para poder ser relevantes para el público.
This research examines the various online branding strategies and their effect on the construction of value or Brand equity in young millennials from 20 to 30 years old in metropolitan Lima, regarding mobile applications of services such as Rappi and Glovo. This theme is developed through the various theories and comments of authors who specialize in the development of image and identity for brands, as well as specialists who understand the way in which the public can be influenced by this type of tool. Analyzing the specific case of Rappi and Glovo in Peru, it has been possible to understand the influence and impact of their online branding strategies on the defined target audience. This study explores the five levels of brand equity (brand awareness, brand associations, perceived value, brand image and brand loyalty) through the WPP model of the Meaninfull Diferrent Framework (MDF) that allows us to understand the salience, difference and significance of brands in a market more simply and effectively. Also, based on the traditional Brand equity model, we can understand the level at which they are located in this brand value model. The scope of each level of this analysis model has depended on the impact and relevance of communication efforts, regarding branding, fan pages, mobile applications of the brand, or the various strategies applied by companies to be relevant to the public.
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Sebelius, Johan, and Jakob Edgren. "Designriktlinjer för platsbaserade pushtjänster för direktmarknadsföring till smartphones : En explorativ studie med smartphoneanvändare." Thesis, Södertörns högskola, Institutionen för naturvetenskap, miljö och teknik, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-21446.

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Idag lever vi i ett samhälle där smartphones blivit allmänt förekommande. Som en följd av ökade nätverkshastigheter har möjligheterna att enkelt få tillgång till information aldrig varit bättre. Den ökade användning av smartphones har också skapat möjligheter till en rad olika applikationer såsom platsbaserade applikationer som använder sig av pushtjänster. I vår studie har vi undersökt frågan “Hur kan platsbaserade pushtjänster som ett verktyg för direktmarknadsföring designas för att möta smartphoneanvändares behov?”. Genom en litteraturstudie har vi sammanställt och identifierat designteman från tidigare HCI- och interaktionsdesign forskning. Vår litteraturstudie resulterade i de fem designteman, Användarkontroll, Flexibilitet, Visibilitet, Personlig integritet och Felhantering. Dessa teman har vi sedan utvärderat genom att skapa en prototyp som vi testar mot användare. Resultatet av studien är en uppsättning designriktlinjer inom fyra designteman för hur platsbaserade pushtjänster ska designas för att möta smartphoneanvändares behov.
We live in a world were smartphones are becoming increasingly ubiquitous. As a result of increased network speeds the possibilities to easily access information have never been greater. The increase in smartphone use has also created an increase in opportunities to create a range of applications such as location based applications that make use of push services. In our study, we have researched “How location-based push services as a tool for direct marketing can be designed to meet smartphone users’ needs? “. Through a literary review, we have compiled and identified design themes from previous HCI and interaction design research. The review resulted in the five design themes, User control, Flexibility, Visibility, Privacy and Error Handling. We assessed the themes by creating a prototype that we tested with users. The result of the study is a set of design guidelines within four design themes for how location-based push services should be designed to meet smartphone users’ needs.

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Kivinen, Sofia. "Advertising execution styles as a reflection of culture : Cross-cultural analysis of messaging app advertising preferences in South Korea and China." Thesis, Umeå universitet, Företagsekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-93330.

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Increased globalization and the thought of converging values has lead marketing practitioners and academics to consider more standardized approaches to marketing and advertising strategies. Even though cultures seem to evolve closer to each other, cultural diversity still exists. Advertising reflects and influences our cultural values and therefore it cannot be ignored when building effective advertising. Results show that culture impacts execution more than creative strategy (Wei & Jiang, 2005) and therefor execution is seen as an important element of cross-cultural marketing and advertising. The emergence of new social media channels is raising the question whether previous execution styles are suitable for these marketing channels and whether similar connection with the culture exists. This thesis examines how cultural characteristics are reﬂected in advertising execution and draws special attention to the marketing communication through mobile messaging applications. However, this study takes new approach for viewing culture’s influence on advertising executions by exploring the preferences of audience. This research aims to shed light on the under researched area of cross-cultural advertising in Asian region in terms of two culturally similar countries. This study examines Chinese and South Korean preferences and perceptions of execution styles and explores to what extent similarities and differences occur. These similarities and differences are analyzed in terms of culture and whether these findings can be attributed to the nations' cultural characteristics. To address the topic holistically in its cultural context, a qualitative mixed-methods research approach was adopted for this research. This present study combines cultural and advertising theories to produce a theoretical frame for data collection and further analysis. Findings indicate that culture does inﬂuence execution preferences even in rather similar cultures. Although advertising reflects nations’ cultural values, it does not directly translate into the preferences of that audience. This study indicated that the channel of marketing communication influences execution preferences. Mobile messaging application as a marketing channel was seen affecting the preferences of Chinese and Koreans towards more direct and informational communication which have been considered untypical for East Asian cultures. However, overall changes in the preferences appeared indicating value shift, changes in the expressions of culture, or paradoxal values. Results suggest that cross-cultural marketers and advertisers should recognize the importance of cultural characteristics when planning and designing execution strategies.

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Barreira, Nuno Miguel Feijó. "Estudo da notoriedade das iniciativas de RSE junto dos consumidores : o caso da OPTIMUS, TMN e VODAFONE." Master's thesis, Instituto Superior de Economia e Gestão, 2012. http://hdl.handle.net/10400.5/11433.

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Mestrado em Marketing
A Responsabilidade Social Empresarial (RSE) tem despertado, cada vez mais, o interesse da investigação de marketing, nomeadamente no que diz respeito à relação entre a RSE e o consumidor. Vários estudos avaliaram o impacto da RSE no comportamento do consumidor, tendo concluído que as suas atitudes são influenciadas pelas iniciativas de RSE. No entanto, alguns autores (exemplos: Maignan, 2001:58; e Mohr et al., 2001:48) teceram críticas a esses estudos pelo facto de terem assumido que a notoriedade das iniciativas de RSE existia, e sugeriram o desenvolvimento de estudos que determinassem o nível de notoriedade destas iniciativas junto dos consumidores. O presente estudo tem como objetivo responder a esta recomendação, examinando a notoriedade dos projetos sociais das marcas Optimus, TMN e Vodafone junto dos consumidores. Os resultados mostraram que os consumidores têm um fraco conhecimento desses projetos, em especial no caso da Optimus. Além disso, verificou-se uma clara dificuldade em associar os diversos projetos aos operadores e em descrever os respetivos objetivos, o que vem reforçar a necessidade de melhorar a efetividade da comunicação. De facto, tal como Mohr et al. (2001:48) sugerem, se os consumidores não têm conhecimento das iniciativas de RSE, os respetivos benefícios que foram estudados na literatura são apenas relevantes do ponto de vista teórico, tendo pouca repercussão prática nas empresas.
Corporate Social Responsibility (CSR) has attracted, increasingly, the marketing research, particularly with regard to the relationship between CSR and the consumer. Several studies have evaluated the impact of CSR on consumer behavior and concluded that their attitudes are influenced by CSR initiatives. However, some authors (eg Maignan, 2001:58; and Mohr et al., 2001:48) have criticized these studies because they have previously assumed that the awareness of CSR initiatives existed. As such, the authors suggested the development of studies to determine the level of awareness among consumers. This study aims to answer this recommendation by examining the consumer awareness of the social projects of Optimus, TMN and Vodafone. The results showed that the awareness is low, especially in the case of Optimus. In addition, there was a clear difficulty in linking the various projects to operators and describe the respective goals, which reinforces the need to improve communication effectiveness. In fact, as Mohr et al. (2001:48) suggest, if consumers are not aware of CSR initiatives, the CSR benefits that have been studied in the literature are only relevant in theory, having little effect on business.

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Goneos-Malka, Amaleya. "Marketing to young adults in the context of a postmodern society." Thesis, University of Pretoria, 2011. http://hdl.handle.net/2263/30427.

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In today’s society media is ubiquitous. Through its pervasiveness it plays an inextricable role in society, impacting on culture, economy, politics, education and communication. In a postmodern society technological advances have had a profound impact on the development of media, most notably digital media. The intention of this study was to establish whether, in the context of an assumed postmodern culture, young South African adults display behaviour that manifest the tenets of postmodernism in their reactions to contemporary marketing and/or marketing communication, as apparent through their attitudes towards retail shopping and brands, together with their attitudes towards and use of digital media. In this instance digital media is limited to social media and media accessible on mobile phones. The unique properties and interactive capabilities of digital media have altered the dynamics of communication and have given rise to new applications that were not previously possible. This poses challenges for organisations in terms of marketing communication practices with one of the problem areas being that marketers do not know:

Whether young South African adults (Generation Y) exhibit postmodern behaviour, in the context of today’s postmodern culture.
How young South African adults (Generation Y) use digital media?
How to leverage the unique properties of digital media in marketing communication efforts directed towards young South African adults (Generation Y)?

The main purpose of this research was to reflect on the applicability of modern marketing and/or marketing communication theories, in their current state, in the context of a postmodern society, with specific emphasis on the use of digital media. The secondary purpose of the research was to investigate the affect of postmodern variables on Generation Y and the perspective of this population towards digital media and its role in marketing communication. The study aimed to contribute to the theoretical body of knowledge as follows:

To question the application of modern marketing and/or marketing communication theories in postmodern society. In so doing, it suggested that in any given era marketing theories should be representative of the target society, therefore inferring the need to adjust existing theories and their application or formulate new ones that are representative of the specific era.
To empirically determine whether Generation Y are exhibiting characteristics indicative of postmodern society.

Furthermore, the study added value from a practitioner perspective by contributing to new knowledge in the study of Generation Y and digital media. It is anticipated that an improved understanding of Generation Y’s attitudes towards marketing and digital media will serve to improve knowledge of how Generation Y will react in the future as they mature and potentially provide an indication of forthcoming generations’ attitudes towards marketing. Nine research objectives emanating from the research problem were empirically tested through a cross-sectional quantitative exploratory descriptive survey research design. Items in the survey were developed on the basis of observable postmodern characteristics presented in the literature and in consultation with a panel of experts. The survey was distributed by email, which provided a web-based link to access the survey, to the sampling frame; a database comprising of 2,265 students, between the ages of 18-34, enrolled full-time with the department of Marketing and Communication Management (University of Pretoria) during 2011. Convenience sampling was used until a sufficient quantity of fully completed surveys had been collected; 333 usable questionnaires were obtained. The collected data received statistical treatment primarily through the application of exploratory factor analysis and multivariate analysis of co-variance. The theoretical synthesis showed that characteristics of postmodernism are evident in society and affect marketing and/or marketing communication activities. The results of the empirical phase of the investigation demonstrated that respondents show postmodernism traits in their behaviour towards digital media and their reactions towards brands and marketing and/or marketing communication. The most dominant postmodern characteristics displayed by respondents were hyperreality, de-differentiation and fragmentation. Several factors were found to be statistically significant, which may be related to socio-economic conditions, behavioural patterns, and digital infrastructure. These were: ethnicity, cell phone usage, frequency of social media usage, cell phone plan, average monthly Internet expenditure for cell phones, use of Internet bundles on cell phones, and the device used most often to access the Internet. Social media use was identified as an important behavioural outcome by respondents, and the most significant influencing factors related to the dependence that respondents placed on their cell phones and the need to fulfil certain activities only available in the social media space. Finally a conceptual framework was proposed, which integrated theoretical and empirical findings. This framework suggested a broadening of certain roles within marketing and/or marketing communication, namely: consumers transforming to collaborators; communication transforming to interaction; and value exchange transforming to value-in-use. It is anticipated that this study has added to the theoretical level of knowledge by indicating the need to readdress principles and theories of marketing and/or marketing communication in the context of a postmodern society and in particular the use of digital media. An outcome of the study was the proposition of a conceptual framework, which addressed a number of aspects in the transformation from modern to postmodern marketing. Furthermore, at the practitioner level the study has broadened understanding of Generation Y’s behaviour towards digital media in the marketing and/or marketing communication context. Managerial recommendations were expressed on the basis of the theoretical and empirical findings.
Thesis (PhD)--University of Pretoria, 2011.
Marketing Management
PhD
Unrestricted

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33

Goneos-Malka, Amaleya Catherina. "Marketing to young adults in the context of a postmodern society." Thesis, University of Pretoria, 2002. http://hdl.handle.net/2263/30427.

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In today’s society media is ubiquitous. Through its pervasiveness it plays an inextricable role in society, impacting on culture, economy, politics, education and communication. In a postmodern society technological advances have had a profound impact on the development of media, most notably digital media. The intention of this study was to establish whether, in the context of an assumed postmodern culture, young South African adults display behaviour that manifest the tenets of postmodernism in their reactions to contemporary marketing and/or marketing communication, as apparent through their attitudes towards retail shopping and brands, together with their attitudes towards and use of digital media. In this instance digital media is limited to social media and media accessible on mobile phones. The unique properties and interactive capabilities of digital media have altered the dynamics of communication and have given rise to new applications that were not previously possible. This poses challenges for organisations in terms of marketing communication practices with one of the problem areas being that marketers do not know:

Whether young South African adults (Generation Y) exhibit postmodern behaviour, in the context of today’s postmodern culture.
How young South African adults (Generation Y) use digital media?
How to leverage the unique properties of digital media in marketing communication efforts directed towards young South African adults (Generation Y)?

The main purpose of this research was to reflect on the applicability of modern marketing and/or marketing communication theories, in their current state, in the context of a postmodern society, with specific emphasis on the use of digital media. The secondary purpose of the research was to investigate the affect of postmodern variables on Generation Y and the perspective of this population towards digital media and its role in marketing communication. The study aimed to contribute to the theoretical body of knowledge as follows:

To question the application of modern marketing and/or marketing communication theories in postmodern society. In so doing, it suggested that in any given era marketing theories should be representative of the target society, therefore inferring the need to adjust existing theories and their application or formulate new ones that are representative of the specific era.
To empirically determine whether Generation Y are exhibiting characteristics indicative of postmodern society.

Furthermore, the study added value from a practitioner perspective by contributing to new knowledge in the study of Generation Y and digital media. It is anticipated that an improved understanding of Generation Y’s attitudes towards marketing and digital media will serve to improve knowledge of how Generation Y will react in the future as they mature and potentially provide an indication of forthcoming generations’ attitudes towards marketing. Nine research objectives emanating from the research problem were empirically tested through a cross-sectional quantitative exploratory descriptive survey research design. Items in the survey were developed on the basis of observable postmodern characteristics presented in the literature and in consultation with a panel of experts. The survey was distributed by email, which provided a web-based link to access the survey, to the sampling frame; a database comprising of 2,265 students, between the ages of 18-34, enrolled full-time with the department of Marketing and Communication Management (University of Pretoria) during 2011. Convenience sampling was used until a sufficient quantity of fully completed surveys had been collected; 333 usable questionnaires were obtained. The collected data received statistical treatment primarily through the application of exploratory factor analysis and multivariate analysis of co-variance. The theoretical synthesis showed that characteristics of postmodernism are evident in society and affect marketing and/or marketing communication activities. The results of the empirical phase of the investigation demonstrated that respondents show postmodernism traits in their behaviour towards digital media and their reactions towards brands and marketing and/or marketing communication. The most dominant postmodern characteristics displayed by respondents were hyperreality, de-differentiation and fragmentation. Several factors were found to be statistically significant, which may be related to socio-economic conditions, behavioural patterns, and digital infrastructure. These were: ethnicity, cell phone usage, frequency of social media usage, cell phone plan, average monthly Internet expenditure for cell phones, use of Internet bundles on cell phones, and the device used most often to access the Internet. Social media use was identified as an important behavioural outcome by respondents, and the most significant influencing factors related to the dependence that respondents placed on their cell phones and the need to fulfil certain activities only available in the social media space. Finally a conceptual framework was proposed, which integrated theoretical and empirical findings. This framework suggested a broadening of certain roles within marketing and/or marketing communication, namely: consumers transforming to collaborators; communication transforming to interaction; and value exchange transforming to value-in-use. It is anticipated that this study has added to the theoretical level of knowledge by indicating the need to readdress principles and theories of marketing and/or marketing communication in the context of a postmodern society and in particular the use of digital media. An outcome of the study was the proposition of a conceptual framework, which addressed a number of aspects in the transformation from modern to postmodern marketing. Furthermore, at the practitioner level the study has broadened understanding of Generation Y’s behaviour towards digital media in the marketing and/or marketing communication context. Managerial recommendations were expressed on the basis of the theoretical and empirical findings.
Thesis (PhD)--University of Pretoria, 2011.
Marketing Management
PhD
Unrestricted

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34

Lee, Richard Yee Meng. "The moderating influence of hedonic consumption in an extended theory of planned behaviour." UWA Business School, 2007. http://theses.library.uwa.edu.au/adt-WU2007.0214.

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[Truncated abstract] Against a contextual backdrop of slowing growth in developed mobile service markets, the importance of youth as a growth segment, and youth's tendencies to consume mobile services hedonically, two research streams drove this dissertation. The first stream concerned extending the Theory of Planned Behaviour (TPB) to predict youth's behavioural intentions to stay loyal to mobile service providers. Drawing on selfcategorisation theory, a conceptual model extended TPB by replacing subjective norm with group norm, a social influence from behaviourally relevant peers. With the extended TPB as the theoretical framework, the second stream investigated determinants of mobile loyalty intentions. Common to both streams, a key contribution of this dissertation was how hedonic consumption moderated the relationships among mobile loyalty intentions and their determinants. The dissertation addressed five questions in the two research streams, which to the author's knowledge no published studies have explored. Using a triangulation approach to address the research questions, a qualitative survey and literature review yielded six determinants of mobile loyalty intentions. Next, a pretest led to an improved questionnaire before a large-scale survey gathered data for empirical testing. The survey took place with Singaporean youth and yielded a cleaned sample of n = 415. ... For both low and high hedonic consumptions, customer value was insignificant. This might be due to Singapore's competitive mobile service market; youth perceived little differences in value for money among competing mobile service providers. Testing alternative models offered further insights into youth's mobile loyalty intentions. Youth's mobile loyalty behaviour, operationalised as past switching, was not stochastic, suggesting that mobile loyalty intentions contained underlying determinants. Brand trust, salient in other contexts, did not apply to mobile loyalty intentions perhaps because youth perceived little risk in switching mobile service providers in developed markets. An attitude-group norm interaction also did not relate to mobile loyalty intentions, supporting TPB's construct independence and parsimony. Finally, attitude and customer satisfaction were operationally similar in that they related to mobile loyalty intentions similarly. The dissertation concluded by offering academic and managerial implications and contributions, limitations, and future research areas.

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Martins, José Vorlei Guimarães. "Pedagogia de projetos e as tecnologias móveis: potencialidades e desafios aos processos de ensino e de aprendizagem no curso superior de marketing." Universidade do Oeste Paulista, 2016. http://bdtd.unoeste.br:8080/jspui/handle/jspui/1005.

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Made available in DSpace on 2017-06-03T15:26:12Z (GMT). No. of bitstreams: 2 license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Jose Vorlei Guimaraes Martins.pdf: 2803892 bytes, checksum: ad840c4040f0449ef5b2de765f4f7ad2 (MD5) Previous issue date: 2016-06-13
This work is linked to the Program of Postgraduate Studies in Education - Master of Education, research field - Forming and Teaching Practice of the Teaching Professional - offered by the Universidade do Oeste Paulista - Unoeste / Presidente Prudente / SP. The general objective of this research is to analyze how the mobile technologies may be articulated to the development of work projects, aiming at their integration into the pedagogic practices in higher education. The research adopted a qualitative-quantitative approach, with the former being predominant, and it was carried out as action/intervention way with a group of a Marketing higher course composed of 34 voluntary students in the discipline "Communication" offered in the second term of the course, in a private institution of higher education in the city of Lins/SP. The survey also counted on the collaboration of a teacher who worked with the same class. The data were collected by a participating observation, semi-structured interviews, questionnaires and focus groups. According to this scenario, the methodological approach adopted for using mobile technologies in the classroom was the development of work projects getting to four projects: 1) Crosswords Game, an application that, among other skills, stimulates the memory capacity, enriches the vocabulary and helps the understanding of several subject-matters; 2) Contest by WhatsApp, since being the most used application by students, the group chose to use it as a channel for conducting a type of "contest" in the room itself; 3) Stop Motion Video, an important tool for the marketing professional, because it gives meaning and values to the signs in the communication process, since the image is essential in promoting brands and products; 4) A Game of Questions and Answers, an application aiming to test some knowledge and stimulate memory. The results were broadly satisfactory. From the students’ viewpoint, the work projects gave them a significant support in carrying out the activities, allowing them to correct the deviation and improving the final results, as well as the works permitted the insertion of mobile technologies in the classroom, giving them more autonomy and responsibility to develop their own projects. From the teacher point of view, the students practiced the team work and learned the matters in a collaborative way, by using tools that are already part of the routine of the Marketing professional. In addition, they experienced many procedures and attitudes involving concepts still unknown, and were co-responsible for their own learning process, with autonomy and responsibility. Analyzing the Work Projects from the Marketing professional viewpoint, the conclusion is that this methodology is an important tool beyond the professional qualification, by providing a better organization of any activities with educational purposes, in a more active manner.
A presente dissertação vincula-se ao Programa de Pós-Graduação em Educação – Mestrado em Educação, linha de pesquisa - Formação e Prática Pedagógica do Profissional Docente - ofertado pela Universidade do Oeste Paulista – Unoeste/Presidente Prudente/SP. O objetivo geral desta pesquisa consistiu em analisar como as tecnologias móveis podem ser articuladas ao desenvolvimento de projetos de trabalho, visando à sua integração às práticas pedagógicas no ensino superior. A investigação assumiu uma abordagem quali-quantitativa, com o predomínio da abordagem qualitativa, e foi realizada sob a forma de pesquisa na ação/intervenção, com uma turma do curso de Marketing composta por 34 estudantes, cuja participação se deu de forma voluntária, especificamente, no âmbito da disciplina “Comunicação”, ofertada no segundo termo do curso em uma instituição particular de ensino superior da cidade de Lins/SP. A pesquisa contou também com a colaboração de um professor que atuava junto a essa turma. Os dados foram coletados por meio de observação participante, entrevista semiestruturada, questionário e grupo focal. De acordo com esse cenário, a proposta metodológica adotada para uso das tecnologias móveis em sala de aula foi o desenvolvimento de projetos de trabalho, culminando em quatro projetos: 1. Jogo de Palavras Cruzadas - um aplicativo que, entre outras habilidades, desenvolve o estímulo da memória, enriquece o vocabulário e auxilia na compreensão de vários assuntos; 2. Competição no Whatsapp - por ser o aplicativo mais utilizado pelos estudantes, o grupo optou por utilizá-lo como canal para a realização de uma espécie de “gincana” na própria sala; 3. Vídeo Stop Motion - ferramenta importante para o profissional de Marketing, pois dá significação e importância aos signos no processo de comunicação, sendo a imagem essencial para a promoção de marcas e produtos; 4. Jogo de Perguntas e Respostas - um aplicativo para testar o conhecimento e estimular a memória. Os resultados obtidos foram amplamente satisfatórios. Na ótica dos estudantes, os projetos de trabalho auxiliaram de maneira expressiva a realização das atividades, possibilitando-lhes corrigir o percurso e melhorar o resultado final, bem como favoreceram a inserção das tecnologias móveis em sala de aula, dando-lhes mais autonomia e responsabilidade para desenvolverem seus próprios projetos. Na visão do professor, os estudantes exercitaram o trabalho em grupo e aprenderam o assunto de forma colaborativa, por meio de ferramentas que já fazem parte da rotina do profissional de Marketing. Também vivenciaram diversos procedimentos e atitudes, compreendendo conceitos ainda desconhecidos, e foram corresponsáveis pelo seu próprio processo de aprendizagem, com autonomia e responsabilidade. Analisando os Projetos de Trabalho na ótica do profissional de Marketing, concluimos que essa metodologia se constitui numa importante ferramenta para além da formação profissional, proporcionando melhor organização de quaisquer atividades com fins educacionais, de forma mais ativa.

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GUIDINI, PRISCILA. "COMUNICAÇÃO MERCADOLÓGICA E OS APLICATIVOS MÓVEIS MUITO ALÉM DE UMA RELAÇÃO INSTRUMENTAL – ESTUDO DE CASO DO SETOR DE TINTAS IMOBILIÁRIAS." Universidade Metodista de Sao Paulo, 2017. http://tede.metodista.br/jspui/handle/tede/1719.

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Submitted by Noeme Timbo (noeme.timbo@metodista.br) on 2018-03-20T18:46:33Z No. of bitstreams: 1 Priscila Guidini.pdf: 1928516 bytes, checksum: 463c3b77a112ead8f493c7b0046c541c (MD5)
Made available in DSpace on 2018-03-20T18:46:34Z (GMT). No. of bitstreams: 1 Priscila Guidini.pdf: 1928516 bytes, checksum: 463c3b77a112ead8f493c7b0046c541c (MD5) Previous issue date: 2017-08-28
Conselho Nacional de Pesquisa e Desenvolvimento Científico e Tecnológico - CNPq
The digital revolution has provoked changes in social behaviors and market interactions. The communication with the market today is the dispersion of the attention of the consumers entertained with messages of the most diverse means. In this scenario of dissemination of communication a component converges the habits of consumers: the smartphone. By combining ubiquity and immediacy, smartphones add functionality to users' daily through mobile applications. The rapid and intense adoption of the applications has led the brands to see a new possibility of direct communication with. This investigation seeks to understand the communicational possibilities allowed by the applications. Methodologically, the work uses a qualitative and exploratory approach supported in principle in bibliographical and documentary research to understand the state of the art of technology and communication with the contemporary consumer and the use of mobile applications in order to communicate and relate. In the second moment, a multiple case study, comparative of Coral, Suvinil and Eucatex and its different communicational and strategic approaches. The sector was chosen because it represents a modal trend, in addition to reflecting the country's economy. The results point to the importance of communication objectives for application development and communicability to enhance the user experience
A revolução digital tem provocado mudanças nos comportamentos sociais e nas interações mercadológicas. A comunicação com o mercado vive a dispersão da atenção dos consumidores entretidos com mensagens dos mais diversos meios. Nesse cenário de disseminação da comunicação um componente converge os hábitos dos consumidores: o smartphone. Unindo ubiquidade e imediatismo, os smartphones agregam facilidades ao cotidiano dos usuários por meio dos aplicativos móveis. A rápida e intensa adoção dos aplicativos tem levado as marcas a enxergarem uma nova possibilidade de comunicação direta. Essa investigação busca o entendimento das possibilidades comunicacionais permitidas por meio dos aplicativos. Metodologicamente o trabalho se vale de abordagem qualitativa e exploratória a princípio apoiada na pesquisa bibliográfica e documental para compreensão do estado da arte da tecnologia e da comunicação com o consumidor contemporâneo e do uso de aplicativos móveis com objetivo de se comunicar e se relacionar. No segundo momento, é realizado um estudo de caso múltiplo, comparativo dos aplicativos da Coral, Suvinil e Eucatex e suas diferentes abordagens comunicacionais e estratégicas. O setor foi escolhido por representar uma tendência modal, além de refletir a economia do país. Os resultados mostram a importância dos objetivos de comunicação para o desenvolvimento de aplicativos e da comunicabilidade para valorizar a experiência do usuário

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Philpott, Austin, and Susan Waters. "Examining Snapchat: Narcissistic Tendencies of Core Users." Digital Commons @ East Tennessee State University, 2017. https://dc.etsu.edu/honors/396.

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This study aims to establish current levels of narcissistic tendencies among the major Snapchat demographic, 18 to 34-year-olds in the United States. Like the Raskin and Terry 40-item Narcissistic Personality Inventory, commonly referred to as NPI-40, the present survey utilized a smaller variant with 16 items, known as NPI-16, for participants. This study may provide indications for further research and advertising techniques using social media, specifically Snapchat.

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Rydberg, Christian, and Kristoffer Ruckemann. "Hur en app kan göra ett museibesök mer attraktivt : Hur en mobil applikation kan skapa mervärde till ett museibesök." Thesis, Linköpings universitet, Institutionen för teknik och naturvetenskap, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-85161.

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AudioApps är ett företag som tillverkar mobilapplikationer till bland annat museer och gallerier. Deras företagsidé är att göra museibesök roligare för besökare genom mobila audioguider. I den här undersökningen studeras utvecklingen av en sådan tjänst som tagits fram för Nationalmuseum, ett av Sveriges ledande museer. Syftet med studien har varit att undersöka hur AudioApps kan hjälpa Nationalmuseums kunder att attrahera fler besökare, samt hur AudioApps egna varumärke kan utnyttjas i eller påverka tjänsterna. Studien avgränsas av Nationalmuseum som ensam representant för hela den bransch som AudioApps vill jobba med och av den enskilda målgrupp som undersökts. Målgruppen består av personer mellan 20-30 år som anses vara ”något intresserade” av kultur och konst. De frågor som har undersökts är hur AudioApps varumärkeskommunikation kan formas för att attrahera fler besökare till Nationalmuseum och hur AudioApps tjänst kan formas för att göra ett museibesök mer attraktivt för den valda målgruppen. Kvalitativa metoder med strukturerade intervjuer och tester, efter en förberedande fallstudie av Nationalmuseum, har använts för att undersöka frågeställningarna. Det framgick av undersökningen att målgruppen gärna ville ha hjälp av extra information vid ett museibesök. Kostnad och frihet var viktiga aspekter angående sådan extra information. Att öka attraktionen för ett museibesök var också något som kunde förbättras, som målgruppen själv gärna ville. Det visade sig att ett problem låg i bristen på tydlig marknadsföring. Den tjänst som testades på målgruppen togs emot positivt. Den uppfyllde kraven på kostnad, smidighet och tillät en tydligare kommunikation mellan museet och dess besökare. Det framgick även av testerna att AudioApps varumärkeskommunikation förhöjde den visuella upplevelsen av tjänsten.
AudioApps produces mobile applications to use at museums and galleries. As a company, they want to make a visit to a museum more attractive for visitors through mobile audio systems. In this investigation the development of such an application which has been made for Nationalmuseum, one of Swedens top museums, was studied. The purpose of this thesis was to study how AudioApps can help their customers attract more visitors and how AudioApps own brand can be of use and affect the products. The thesis is limited by Nationalmuseum as a sole representative of the industry AudioApps aims to address and by the target group that’s chosen for the study. The target group consists of people in the age of 20 to 30 years old and who are "somewhat interested" in arts and culture. The main questions of this thesis are how AudioApps’ brand communication can be formed to attract motre visitors to Nationalmuseum and how AudioApps’ product can make a museum visit more attractive. Qualitative methods, which started off with a case study of Nationalmuseum, has been used for this study, with mainly structured interviews and tests. The study has shown that the target group enjoys extra information during a visit. Cost and freedom were important aspects regarding that kind of information. Making a visit in the first place was something that needed improvement, which the target group itself wanted. The problem was the communication which needed to be more clear. The product was well received by the target group during tests. It met the requirements of cost, freedom and allowed a direct and clear communication between the museum and its customers. The tests also showed that AudioApps’ brand communication enhanced the visual experience of the product.

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Fohlin, Louise, and Emelie Franzén. "Smartphones som ny marknadsföringskanal : Nya möjligheter inom precision, segmentering och relationer." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-12885.

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Syfte: Syftet med den här uppsatsen är att öka förståelsen för hur samhällets och teknikens senaste utveckling har bidragit med nya marknadsföringskanaler och vad detta innebär för företags marknadsföringsstrategier. Med detta syfte som utgångspunkt har tre forskningsfrågor formulerats för att avgränsa forskningen än mer: Hur kan smartphones som marknadsföringskanal hjälpa företag att precisera sin marknadsföring till kunden? På vilket sätt har den nya mobila tekniken, i form av smartphones, påverkat företags segmenteringsmöjligheter? Hur kan ett företag använda sig av smartphones, som ett verktyg för att hantera kundrelationer? Metod: Uppsatsen är resultatet av en kvalitativ studie med en huvudsaklig induktiv inriktning. Primärdatainsamlingen har skett genom kvalitativa semistrukturerade intervjuer. Slutsats: Efter att ha undersökt detta ämne har vi dragit slutsatsen att valet av smartphones som kanal kan hjälpa företag att precisera sin marknadsföring genom att telefonen är tillgänglig och personlig för kunden. Därför menar vi att kunders integritet och acceptans kommer att vara avgörande faktorer och viktiga att beakta. Timing är en väsentlig del av precisionsmarknadsföringen och vi har därför presenterat två nya begrepp; företagsstyrd timing och kundstyrd timing. Smartphones har även bidragit med nya möjligheter för företag att segmentera marknaden där vi framhållit slutsatsen att plats och kontext torde vara nya segmenteringsvariabler för företag att beakta. Vår slutsats är även att smartphones är en fördelaktig kanal när det kommer till byggande och hantering av kundrelationer och vi har sett tendenser till att kunden umgås med varumärket på ett sätt som tidigare inte varit möjligt. Vi introducerar ett nytt begrepp, interaktionsintensiva kommunikationsenheter, där smartphones ses som den ledande enhetstypen idag. Nyckelord: Mobilmarknadsföring, smartphones, precisionsmarknadsföring, kundstyrd timing[1], segmentering, kontext, relevans, integritet, kundrelationer, interaktionsintensiva kommunikationsenheter[2] [1]Begreppet är av oss introducerat och utgör en del av en egengjord modell. Se s 58, kapitel 5.1.1 [2]Vi har valt att introducera detta begrepp som ett samlingsnamn för en ny typ av marknadsföringskanal. Se s. 63, kapitel 5.1.3
Purpose: The purpose of this study is to gain understanding of how the development of the society, as well as the technology, has increased the numbers of marketing channels and how they affect companies’ marketing strategies. In order to investigate this subject we have formulated three main questions: How can smartphones as a marketing channel help companies pinpoint their communication to the customer? How do smartphones affect companies' ability to segment the market? How can a company use smartphones, as a tool to manage customer relationships? Approach: We have done a qualitative study with an inductive approach. Primary data has been collected through seven qualitative semi-structured interviews with persons from different companies. Conclusions: After investigating this subject we have come to the conclusion that using smartphones as a marketing channel can help companies to pinpoint their marketing because of the device’s availability and because that the phone is personal to the customer. We mean that customers’ acceptance and integrity is very important to take into consideration and will be of great importance in how well companies will succeed in its use of smartphones as a marketing channel. Timing is another important question and we have therefore presented two new concepts; business-driven timing and customer-driven timing. Smartphones has also contributed with new strategies when it comes to market segmentation. We suggest place and context as new market segmentation variables so that companies could be able to find their customer in right place and in right time. We have also come to the conclusion that smartphones as a marketing channel is advantageous when it comes to building relationship to the customer and we have also seen tendencies that the customer socialize with the brand in a way that they has not been done before. We have also introduced a new concept, interactive communication devices, which is a name for a new type of marketing channels and where smartphones is the leading device today. Keywords: Mobile marketing, precision marketing, customer driven timing[3], market segmentation, context, relevance, integrity, brand, customer relationship, high interactive communication devices[4] [3]This is a new concept that we have introduced and is a part of a model that we have created. See page 58, chapter 5.1.1 [4]This is a new concept that we have introduced and is a concept for a new type of marketing channel, see page 63, chapter 5.1.3.

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Roger, Loppacher Olga. "La comunicación ambiental en el reciclado de envases de aluminio por parte de los adolescentes: talleres educativos y mensajes SMS." Doctoral thesis, Universitat Internacional de Catalunya, 2011. http://hdl.handle.net/10803/48597.

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Esta tesis doctoral estudia la efectividad de dos herramientas de comunicación en la concienciación de los adolescentes en el reciclado de envases de aluminio, los Talleres educativos y los mensajes SMS. Conocer las mejores herramientas de comunicación para difundir conocimientos, habilidades y conseguir la acción de los ciudadanos es imprescindible para llegar a la sociedad del reciclado. Se han elegido estas dos herramientas por varias cuestiones: en primer lugar, los Talleres son una herramienta de comunicación personal que pueden apelar de forma directa a la conciencia y que pueden adaptarse a cualquier público, por lo que, a priori, todo parece indicar que han de ser muy efectivos. Pero esta técnica tiene el problema del coste y del alcance si tenemos en cuenta el coste por impacto y el número de personas a las que se puede llegar en un plazo de tiempo determinado. Y aquí entra la otra herramienta de comunicación, los mensajes SMS. Se trata de una técnica relativamente nueva, cuyo coste es reducido y su alcance tan grande como usuarios de móviles, por lo que se ha creído interesante comprobar su efectividad y su posible complementariedad con los Talleres. La investigación cualitativa se ha llevado a cabo en sesiones focus group y la cuantitativa en centros educativos de Málaga. Las conclusiones confirman que los talleres consiguen mejores resultados a la hora de generar conocimientos, concienciación y participación en el reciclado pero su labor se ve reforzada y ampliada con los SMS. Éstos últimos también han servido para que los jóvenes tomen conciencia del móvil como nueva herramienta de comunicación ambiental.
Aquesta tesi doctoral estudia l'efectivitat de dues eines de comunicació en la conscienciació dels adolescents en el reciclatge d'envasos d'alumini, els Tallers educatius i els missatges SMS. Conèixer les millors eines de comunicació per difondre coneixements, habilitats i aconseguir l'acció dels ciutadans és imprescindible per arribar a la societat del reciclatge. S'han triat aquestes dues eines per diverses qüestions: en primer lloc, els Tallers són una eina de comunicació personal que poden apel.lar de manera directa a la consciència i que poden adaptar-se a qualsevol públic, de manera que, a priori, tot sembla indicar que han de ser molt efectius. Però aquesta tècnica té el problema del cost i l'abast si tenim en compte el cost per impacte i el nombre de persones a les quals es pot arribar en un termini de temps determinat. I aquí entra l'altra eina de comunicació, els missatges SMS. Es tracta d'una tècnica relativament nova, el cost és reduït i el seu abast tan gran com a usuaris de mòbils, de manera que s'ha cregut interessant comprovar la seva efectivitat i la seva possible complementarietat amb els Tallers. La investigació qualitativa s'ha dut a terme en sessions focus group i la quantitativa en centres educatius de Màlaga. Les conclusions confirmen que els tallers aconsegueixen millors resultats a l'hora de generar coneixements, conscienciació i participació en el reciclatge però la seva tasca es veu reforçada i ampliada amb els SMS. Aquests últims també han servit perquè els joves prenguin consciència del mòbil com a nova eina de comunicació ambiental.
This thesis examines the effectiveness of two communication tools in the awareness of teenagers in the aluminium packaging recycling: workshops and SMS messages. To know the best communication tools in order to spread knowledge and skills and get the action of citizens is essential to reach the recycling society. We have chosen these two tools for a number of reasons: first, workshops are a personal communication tool that can directly appeal to the conscience and can adapt to any target, therefore, it appears they can be very effective . But the workshop approach has the problem of both cost and reach, i.e. the net cost per impact and the number of people who can be reached within a specific time is limited. The other communication tool we examined is the SMS message. This is a relatively new technique wherein the cost is minimal and the reach can be extensive. We were interested in testing their effectiveness and their potential complement with the workshops. Qualitative research was conducted by focus group sessions and quantitative research in schools in Malaga (Spain). The findings confirm that the workshops get better results when generating knowledge, awareness and participation in recycling but their effectiveness is enhanced and extended with the SMS. The latter also served to make youth aware of mobile devices as a new tool for environmental communication.

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Eriksson, Richard. "Välgörenhetsorganisationers användning av sociala medier för ökat givande via mobiltelefoner." Thesis, Linnéuniversitetet, Institutionen för datavetenskap, fysik och matematik, DFM, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-21738.

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Allt fler människor använder sig av sociala medier via sina mobiltelefoner. Mobiltelefonernas egenskaper tillåter användarna att kommunicera på ett snabbt och platsoberoende sätt. Flera stora välgörenhetsorganisationer i Sverige har börjat mobilanpassa sina hemsidor. Däremot används inte sociala mediers mobilanpassade funktioner för att tillåta social interaktion. Denna uppsats undersöker hur välgörenhetsorganisationer kan tillåta användare av mobila sociala medier att dela med sig av sitt engagemang till sitt sociala nätverk, för att öka givandet via mobiltelefoner. En målgruppsundersökning bestående av semistrukturerade intervjuer och en enkätundersökning över Facebook utfördes i samarbete med Svenska Röda Korset. Målet var att få en större inblick i hur människor i Sverige med intresse för en typisk välgörenhetsorganisation använder sina mobiltelefoner och sociala medier i vardagen och för välgörenhet. Resultaten visade att människor använder sociala medier till att främst dela bilder och saker som hänt dem just för stunden. Det fanns ett delat intresse att vilja sprida vidare information om sin gåva till andra användare av sociala medier. De som tyckte det fyllde en bra funktion kunde framför allt tänka sig att dela bilder, händelser och hur man valt att stödja välgörenhetsorganisationen. Målgruppsundersökningen låg sedan till grund för framtagandet av en kravspecifikation som användes vid utvecklingen av en prototyp. Den utvecklade prototypen visar hur en mobilanpassad gåvotjänst kan använda social interaktion över mobila sociala medier i syfte att öka givandet.
More and more people use social media through their mobile phones. Mobile phones features allow users to communicate in a fast and location-independent manner. Several major charity organizations in Sweden have begun to adapt their websites for the mobile web. However, mobile-adapted social media features aren’t being used to allow social interaction. This paper examines how charities can allow users of mobile social media to share their commitment to their social network to increase the giving via mobile phones. An audience research consisting of semi-structured interviews and a survey conducted over Facebook was carried out with help from Swedish Red Cross. The goal was to gain a greater insight into how people in Sweden with an interest in a typical charity using their mobile phones and social media in everyday life and for charity. The results showed that people use social media to primarily share pictures and things that happened to them at the moment. There was a shared interest in wanting to share their support to others. Those who thought it filled a great feature were particularly willing to share pictures, events and their support. The audience research then formed the basis for the development of a specification that was used during the development of a prototype. The developed prototype shows how a mobile adapted gift service can make use of social interaction over mobile social media to enhance the giving.

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Reis, Ana Rita Matos dos. "A utilização do mobile banking em alternativa ao atendimento presencial. Caso CGD." Master's thesis, 2017. http://hdl.handle.net/10437/8468.

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Orientação: Paula Lopes
Ao longo dos últimos anos, verifica-se uma evolução bastante significativa no Sistema Bancário Português, inclusive no número de instituições bancárias que o compõe, como ao nível dos objetivos e dos constrangimentos económicos que influenciam as decisões de gestão dessas empresas e as consequências na sua atividade. O aumento da concorrência e a globalização estão na base da procura de melhores práticas de mercado e na crescente procura da produtividade e da eficiência das instituições. Atualmente uma das principais preocupações do meio empresarial é a constante medição da rentabilidade das unidades produtivas ou organizacionais, tendo em conta a relação de produtividade e eficiência. A crescente utilização das novas tecnologias e a necessidade por parte dos diferentes stakeholders de uma maior eficiência operacional por parte das Instituições Financeiras, contribuiu para um crescimento maciço da disponibilização de portais de Home banking e de serviços via telemóvel, Mobile banking. Sendo o Mobile banking um grande canal de interação com o cliente, este estudo procura: • Identificar a aceitação dos clientes; • Identificar a satisfação dos clientes relativamente à adesão às aplicações bancárias; • Pretendendo-se explorar a questão da satisfação no uso de Apps com a fidelização dos clientes.
Over the last few years, there has been a significant evolution on management the Portuguese banking system, including the number of banking institutions that comprise it, as well as the level of objectives and economic constraints that influence corporate decisions and their activity consequences. The increase in competition and globalization are at the heart of the search for best market practices and the increasing search for institute productivity and efficiency. Currently one of the main concerns of the business is the constant measurement of the productive and organizational units profitability, taking into account their productivity and efficiency ratio. The increasing use of new technologies and the need on the part of different stakeholders for greater operational efficiency of financial institutions, contributed to a massive growth of home banking portals and mobile phone, and mobile banking services. Being mobile banking a great channel of interaction with the client, this study seeks to: • Identify customer acceptance, • Identify customer satisfaction relative to mobile banking usage, • Aim at exploring customer satisfaction on the usage of banking App’s with customer loyalty.

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LIN, HUI-SHAN, and 林慧珊. "The Application of the Integrated Marketing Communications (IMCs) to the Mobile Telecommunication Industry in Taiwan-A Case Study of the FarEasTone Telecommunications Co. Ltd." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/13403290393985940828.

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碩士
世新大學
公共關係暨廣告學研究所(含碩專班)
97
Mobile telecommunication services provider in Taiwan is a very competitive industry, and has frequently implemented Integrated Marketing Communication (IMCs) due to its more complicated database compared to other industries. Therefore, it can be one of very suitable industries for conducting research analysis of IMCs. However, most of the mobile services providers currently tend to keep their marketing strategies confidential, and unwilling to disclose to outsiders due to intensified competitions. Therefore, there is still not enough information to support the analysis on how IMCs can actually help them to maintain long-term competitiveness and differentiate from peers. New concepts and interpretations of IMC have been developed overtime by rapidly changing market, how does corporate react to the change? And what are the IMC implementations play a role in the reaction? This case study will conduct research on actual practices and concepts of mobile telecom services providers in Taiwan through in-depth interview, historical data collection, and personal observation from years experience in telecom industry. How to enhance corporate competitiveness using the core resources, and create the most value with a minimum of money? This case study will accumulate experiences to academic research on IMC, and also provide commentary and suggestion regarding the current corporate practices of IMC.

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Henriques, Clara Lísis da Silva. "As aplicações móveis utilizadas pelo corredor em Portugal." Master's thesis, 2015. http://hdl.handle.net/10437/6940.

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Orientação: Eduardo Manuel Machado de Moraes Sarmento Ferreira
Nos últimos anos tem-se assistido em Portugal a um fenómeno crescente do running. Vê-se cada vez mais atletas profissionais e não profissionais, a praticar a modalidade nas ruas e assiste-se a uma explosão de aplicações móveis para smartphones que ligam em rede e motivam os atletas. Apesar desta modalidade de atletismo ser historicamente solitária, a evolução da Internet para a Web 2.0. tornou-a numa atividade cada vez mais social e tecnológica com acesso a dados outrora inacessíveis ao atleta amador. O presente trabalho pretende apresentar as características que os autores consideram ser essenciais para o sucesso das aplicações móveis, que aplicações existem e quais as mais usadas em Portugal. Que aplicações existem? O que fazem? Quem as usa? Como interagem com os corredores e entre corredores? Quais as mais usadas? São algumas respostas que se pretendem ser respondidas no final deste trabalho. Na realização do presente trabalho, foi utilizado o método quantitativo questionário online juntamente com a análise visual das aplicações mais usadas. O projeto centra-se no estudo do marketing digital e os principais conceitos abordados são aplicações móveis e a corrida.
In the recent years there has been in Portugal a growing phenomenon of running. It is seen increasingly professional and non-professional athletes, practicing on the streets and we are witnessing an explosion of mobile applications for smartphones that connect networking and motivate athletes. Despite this historically solitary sport, the evolution of the Internet for Web 2.0. made it an increasingly social and technological activity with previously inaccessible access to data to amateur athlete. This work intends to present the features that the authors consider to be essential to the success of mobile applications, applications that exist and which are the most used in Portugal. What applications are there? What do they do? Who uses them? How do you interact with the runners and between runners? What are the most used? These are some answers which are to be answered at the end of this work. Carrying out the present study, it was used the online questionnaire quantitative method along with the visual analysis of the most used applications. The project focuses on the study of digital marketing and the main concepts covered are mobile applications and the race.

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BLÁHOVÁ, Simona. "Mobile marketing a jeho aplikace." Master's thesis, 2012. http://www.nusl.cz/ntk/nusl-126553.

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The goal of this thesis is to characterize a specific application of mobile marketing, particularly the application of location based mobile marketing by the company H&M in the Czech Republic. The company is one of the largest global clothing retailers. The thesis is divided into a theoretical and practical part. The first one was completed by researching specialized literature and online resources and was crucial for understanding and completing the actual analysis of the specific mobile marketing application in the practical part of the thesis. The second part of the thesis contains the description of the company, its history, company values and concept. Furthermore, the work includes the analysis of the marketing mix with emphasis on the communication mix of the company. In the actual analysis of the specific application of mobile marketing in the company H&M, I described the geolocation SMS campaign and tried to submit improvement proposals for future use of this type of mobile marketing campaign and also suggested other possibilities in using location based mobile marketing in the company.

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Hsu, Shih-Jou, and 許詩柔. "Marketing strategy of mobile communication in china ─ the case of Tencent." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/ay9q7m.

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碩士
淡江大學
中國大陸研究所碩士班
104
The development of Internet technologies has brought users great convenience. The popularity of smart phones in people’s daily lives has also driven a rapid rise of mobile communication software. This trend has thoroughly altered human interactions. People use stickers, emoticons and voice messages as a way of communication to replace text. The younger generations are even more used to making friends via communication software. The information technology has taken the place of the traditional chatting mode on computer and further spread its influence to the development of communication devices on a smart phone. In recent years, Tencent Incorporation, a leading Internet services company in China, has gained brilliant results in developing communication software. In this study, in-depth discussions will be made on the factors of “Wechat”, a smart phone APP, which has put Tencent to the road of success in China. Tencent’s business thinking, strategies and models are concretely organized so as to explore its existing product development and design concepts. Comparisons and contrasts are made through SWOT analysis in order to present the methods for Tencents to increase its market value. By way of competition-cooperation comparisons, this study also aims at finding out if Tencent is keeping pace with its rivals or if great differentiation exists between Tencent and its competitors. As to the future product development of Tencent, this study analyzes if it is suitable for foreign expansion with its products and services or it should maintain current stable operations by focusing on domestic sales due to closed internal information in China. It is expected that the in-depth discussion, suggestions and the results made and obtained in this study can serve as a reference for follow-up research.

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Tang, Chia-Lei, and 唐佳蕾. "Exploring the Marketing Communication and Consumer Satisfaction of Mobile Value-added Services for Mobile Portal Site." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/12767377522126602834.

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碩士
元智大學
資訊傳播學系
92
In recent years, mobile commerce has led researchers and marketers to focus their attention on the potential of marketing communication in mobile media. Mobile media has several distinguishing characters such as ubiquity, personalization and locatization from Internet and other media, that make transaction easier and clearer. User can access vary products and services provided by mobile portal site through mobile terminals, such as mobile phones and PDAs. Mobile portal site provided by operators or MNOs also connect to users via portal site. Marketers must satisfy users’ needs with high value-added services, increase their consumer satisfaction to get their consumer value. Thus telecommunication companies not only increase both voice and data services revenue, but also win their brand equity. An empirical study of mobile portal sites was based on twp satisfaction models: Expectancy Disconfirmation and Attribute Information-based, then tied in with extant theories about marketing communication, consumer satisfaction and mobile marketing related literatures. The effect of consumer satisfaction with seven mobile portal site marketing communication evaluation components on customers’ satisfaction of value-added services, portal site and operator was measured. Customers’ satisfaction was influenced by their disconfirmation with product/service, price, user interface and customer service provided by the portal. Additionally, customers’ satisfaction was influenced by their attribute information satisfaction with product/service, user interface, transaction security and advertising/promotion activities providred by the portal. However, the data show that positive overall satisfaction is mostly influenced by attribute information satisfactionand not disconfirmation. A strong positive effect of user interface on customers’ overall satisfaction was found. It is suggested that user interface of mobile portal site has the greatest predicted power in customers’ satisfaction then other marketing communication components.

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Costa, Heloísa de Jesus. "Building consumer-brand relationship through mobile marketing." Master's thesis, 2013. http://hdl.handle.net/10071/6806.

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In an extremely competitive Era, in which the need of value creation for the clients emerge, brands appear to be a fundamental asset for companies and the emotional relationships that are built with consumers are their fundamental source of differentiation. The new interactive media that born of technology and allow new ways for customers and brands to communicate seem to promote that relationship. A research in Generation Y (people aged between 18 and 35 years old) in Portugal was made using an online survey being obtained 238 valid answers. The objective of this research was the analysis of the impact of mobile marketing (use of mobile phones as marketing communication media) in the strength of consumer-brand relationship. The interaction with brands through mobile devices do not originate in the respondents perspective positive consumer-brand relationships, however it was obtained for a specific group of consumers. The brand experience that is felt along the interaction is a factor that influences the strength of consumer-brand relationship, as also the value of communication – it was proved that emotional communications are associated with stronger consumer-brand relationships. The tool of interaction is also an influencer factor, pull-based mobile marketing actions empowered the consumer-brand relationship more than push-based mobile marketing actions. The research also allowed to conclude that the strength of consumer-brand relationship has influence in future interactions intentions with the brand, namely in services that imply the providing of personal data.
Numa Era de competitividade em que a necessidade de criação de valor para o cliente urge, as marcas afiguram-se como os principais activos de uma empresa e as relações emocionais que criam com os consumidores são a sua principal fonte de diferenciação. As novas formas de interação entre marcas e consumidores derivadas das novas tecnologias dão indícios de fomentar e fortalecer essa relação. Foi realizada uma investigação junto da Geração Y (jovens entre os 18 e 35 anos) em Portugal através de um inquérito online de onde foram obtidas 238 respostas válidas. O objetivo desta investigação era a análise do impacto do mobile marketing (uso de telemóveis enquanto meio de comunicação em marketing) na relação consumidor-marca. A interação com as marcas através dos dispositivos móveis não deu origem a relações consumidor-marca extremamente positivas em termos absolutos, no entanto, para um nicho de consumidores foi possível verificar o contrário. A experiência de marca sentida aquando da interação revelou-se um factor com influência na força da relação, assim como o valor da comunicação – comunicações emocionais originam relações consumidor-marca mais fortes. A forma de interação é também factor influenciador, sendo que as ações de comunicação pull parecem aumentar a força da relação em comparação com as ações push. A investigação permitiu também concluir que força da relação influencia as intenções de interação futuras com a marca, nomeadamente através de serviços que implicam o fornecimento de dados pessoais do cliente.

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Chu, Yu Ti, and 朱祐蒂. "The effect of integrated marketing communication on the brand equity of mobile phones." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/41818019234626449550.

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Shurgaia, Zurabi. "Social media marketing communication in Czech republic and Georgia." Master's thesis, 2019. http://www.nusl.cz/ntk/nusl-428823.

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Abstract:

Shurgaia, Z. Social media marketing communication in the Czech Republic and Georgia. Diploma thesis. Brno: Mendel University, 2019. The topic of the master thesis is “Social media marketing communication in the Czech Republic and Georgia”. The main objective of this thesis is to compare social media marketing communication in the Czech Republic and Georgia, to identify the most effective way of promotion using the social media marketing in those two countries, to make a short-term prediction, if the ways of promotion will have a tendency to change in the near future. Depending on the final results received after our research, we will receive a clearer picture of how social media marketing is working in chosen countries, if it plays important role in the countries’ economies, how fast this marketing sector is developing and how it looks like nowadays. In my case the focus is on the country called Georgia, because it was one of the most important and developed areas from all former USSR countries in the matter of culture, economy, and education and it is believed that it still has a big potential to develop further, especially in the way of modern social media, which has recently become a part of our everyday life.

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Dissertations / Theses on the topic 'Mobile marketing communications'

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