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Journal articles on the topic 'Mobile marketing communications'
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1
Gorlevskaya, Liudmila. "Building Effective Marketing Communications in Tourism." Studia Commercialia Bratislavensia 9, no. 35 (December 1, 2016): 252–65. http://dx.doi.org/10.1515/stcb-2016-0025.
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Abstract In the world of rapid technological evolution and economy of digitalization, consumers are continuously changing. Tourists are among the first. Their behaviour, media consumption, engagement level and expectations must influence on transformation of applied communication tools. In recent decades, the pace of change became faster. Media consumption has shifted to Internet, Mobile and innovative mediums. The paper proposes modern forms of communication tools on different stages of making-decision process and describes role of each to build marketing communications of tourism industry actors in a more effective way.
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Jahan, Noor Firdoos, and Hadi Salah Abdurrahman Atiat. "The Influence of Marketing Communication Tools on Customers’ Satisfaction Towards Mobile Phone Service Provider Companies in Jordan." Journal of Business and Management Studies 3, no. 1 (May 27, 2021): 58–65. http://dx.doi.org/10.32996/jbms.2021.3.1.6.
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The current study aims to identify the influence of marketing communications tools to achieve customer's satisfaction towards mobile phone service provider companies in Jordan by activating the marketing communications tools to achieve customer's satisfaction and identify the extent of its effectiveness on the mobile phone companies. In this study, the researcher used the descriptive and analytical approach method to describe the phenomenon in question, which evaluates the role of marketing communications tools to achieve customer's satisfaction concerning the mobile phone service providers' companies in the Hashemite Kingdom of Jordan. However, the study population represents all the companies of mobile phone service providers in the Hashemite Kingdom of Jordan, which reached the end of 2019; (3) companies, namely, Zain Jordan Telecommunication Company, Orange Jordan Telecommunication Group, and Umniah Telecommunication Company. Taking into account the limited number of telecommunications companies in Jordan, notably, all telecommunications companies were taken by a comprehensive survey. Accordingly, the study sample represented two categories. The sampling and analysis unit included customers of mobile phone service providers’ companies in the Hashemite Kingdom of Jordan. Meanwhile, the researcher has distributed (600) questionnaire on the study sample individuals who are customers of mobile phone service providers’ companies in the Hashemite Kingdom of Jordan. The study results showed a significant impact of the marketing communication tools on Jordanian mobile phone service provider companies’ customer satisfaction, from customers’ point of view.
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Toker, Aysegul, Kaan Varnali, and Cengiz Yilmaz. "Mobile marketing at Turkcell: Turkey's leading mobile operator." Emerald Emerging Markets Case Studies 1, no. 1 (January 1, 2011): 1–9. http://dx.doi.org/10.1108/20450621111122309.
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Subject area Mobile marketing. Study level/applicability Undergraduate and Graduate levels. Case overview Driven by the ongoing evolution in mobile technologies and the increasing penetration of smart phones, the use of the mobile medium for marketing purposes is becoming more and more popular across industries. This case study presents an overview of the mobile marketing ecosystem embedded in the story of the transition of Turkcell from a traditional carrier into a leading mobile services provider. The aim is to familiarize the reader with the benefits and challenges of using the mobile medium for marketing communications and provide lessons from Turkcell experience for success in mobile marketing. Expected learning outcomes Develop a comprehensive understanding of the concept of “mobile marketing” and the current state of mobile technologies; develop a general knowledge of various types of mobile marketing applications; have a general knowledge and understanding of the consumer-centric value propositions of mobile marketing; gain a perspective on the nature and dynamics of mobile business environment and have the chance to examine real-market campaigns that leverage unique properties of the mobile medium. Supplementary materials Teaching notes.
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Wang, Weiyang, Manabu Ichikawa, and Hiroshi Deguchi. "Analyzing Marketing Strategies in the Emerging Mobile Communications Market." International Journal of Knowledge and Systems Science 7, no. 4 (October 2016): 40–59. http://dx.doi.org/10.4018/ijkss.2016100103.
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As one of the typical emerging markets, China's 3rd generation (3G) mobile communications service is proliferating rapidly recently, and great potentialities are expected in the market. Thus the strategy to improve the share in the emerging 3G service market appears to be an important topic for the mobile communications operators. To study the topic, the authors apply an agent-based model to study the interactions among the individuals and the complex externalities in China's 3G mobile communications market, and analyze several strategies of the operators with computational simulation. Based on the analysis, the efficient strategies for each operator to improve the market share are proposed. Furthermore, the analysis also shows that how the efficiency of the strategies varies depending on the different market environments. Because the emerging markets share some common characteristics, the conclusions can also be applied in other emerging communications markets.
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Yim, Jaegeol, Subramaniam Ganesan, and Byeong Ho Kang. "Location-Based Mobile Marketing Innovations." Mobile Information Systems 2017 (2017): 1–3. http://dx.doi.org/10.1155/2017/1303919.
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Smith, Victoria, and Nancy Wiggins. "Benefits of app development: marketing services using mobile communications." Journal of Aesthetic Nursing 5, no. 7 (September 2, 2016): 360–61. http://dx.doi.org/10.12968/joan.2016.5.7.360.
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Mushtaq, Hammad, Mansoora Ahmed, and Muhammad Khalid Iqbal. "Towards Affirmative Customer Recommendations in Mobile Commerce." JOURNAL OF INTERNATIONAL BUSINESS RESEARCH AND MARKETING 3, no. 4 (2018): 7–11. http://dx.doi.org/10.18775/jibrm.1849-8558.2015.34.3001.
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Lately, the prevailing adoption of mobile commerce is evident throughout the developed economies. A similar trend is followed in developing countries; however, the acceptance of emerging mobile-based business ventures is still in its infancy. Establishing trust and affirmative word of mouth can contribute to effective placement of mobile commerce. The current study presents a literature review and research model to highlight the impact of social influence and customer attitude towards personalized communications on building trust perceptions and customer recommendations in mobile commerce. Mobile commerce vendors invest in pursuing customers through interactive and integrative marketing communications. Prospect customers develop trust perceptions concerning mobile commerce vendor over these communications. Customers perceived social influence has an important role in technology adoption structure of “Unified Theory of Acceptance and Usage of Technology” (UTAUT) by Venkatesh. This paper presents a hypothesized model based on the theoretical background of integrated marketing and technology adoption theories. The research design and methodology has been articulated to test proposed research model empirically.
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Chomvilailuk, Rojanasak, and Ken Butcher. "The impact of strategic CSR marketing communications on customer engagement." Marketing Intelligence & Planning 36, no. 7 (October 1, 2018): 764–77. http://dx.doi.org/10.1108/mip-10-2017-0248.
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Purpose The purpose of this paper is to determine the effectiveness of strategic corporate social responsibility (CSR) initiatives that seek to enhance customer engagement, through different forms of positive word of mouth. Design/methodology/approach A total of 258 responses were collected from customers of mobile telephone service providers, and analysed using t-tests, ANOVA and structural equation modelling. The survey embedded a realistic press release, purporting to originate from the respondent’s service provider, communicating CSR information. Findings Mobile telephone users are largely indifferent to CSR communication activities but segments of the market respond differently. Customer-perceived community value of the strategic CSR initiative to the intended beneficiary of the activity was found to be an effective antecedent of customer engagement. Research limitations/implications Alternative modes of customer engagement have the potential to enhance customer discourse. Customer-perceived community value of the strategic initiative provides further explanatory power to the CSR–customer relationship. Practical implications Customer-perceived community value can be used as a planning tool for marketers to gauge the effectiveness of CSR advertising campaigns before launch. Managers can adapt their CSR communications message to better reflect customer concerns. Social implications NGOs that offer greater perceived community value can partner with companies more successfully. Originality/value A holistic CSR-centric approach to evaluate strategic CSR initiatives and determine their influence on alternative forms of customer engagement is novel.
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Yim, Jaegeol, Subramaniam Ganesan, and Byeong Ho Kang. "Location-Based Mobile Marketing Innovations 2018." Mobile Information Systems 2019 (April 28, 2019): 1–2. http://dx.doi.org/10.1155/2019/2164708.
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Heinonen, Kristina, and Tore Strandvik. "Consumer responsiveness to mobile marketing." International Journal of Mobile Communications 5, no. 6 (2007): 603. http://dx.doi.org/10.1504/ijmc.2007.014177.
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Sang Ryu, Jay, and Kenneth Murdock. "Consumer acceptance of mobile marketing communications using the QR code." Journal of Direct, Data and Digital Marketing Practice 15, no. 2 (October 2013): 111–24. http://dx.doi.org/10.1057/dddmp.2013.53.
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Tripathi, Shalini N., and Masood H. Siddiqui. "Effectiveness of Mobile Advertising: The Indian Scenario." Vikalpa: The Journal for Decision Makers 33, no. 4 (October 2008): 47–60. http://dx.doi.org/10.1177/0256090920080404.
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In the current scenario, mobile internet applications enable consumers to access a variety of services: Web information search, SMS (short message service), MMS (multimedia message service), banking, payment, gaming, e-mailing, chat, weather forecast, GPS (global positioning service), and so forth. Collectively, we denominate this wide array of services as “mcommerce.” These digital media are considered to potentially improve the possibilities to reach consumers by allowing personalization of the content and context of the message. Combining customer's user profile and the context situation, advertising companies can provide the target customers exactly the advertisement information they desire, not just “spam” them with irrelevant advertisements. Drawing from Nysveen, Pedersen, and Thorbjornsen's (2005) grid of mobile internet services classification, this study attempts to critically analyse “person interactive” (goal-oriented) information and “person interactive” (experiential) messaging, targeting both utilitarian and hedonic benefits from the consumers' perspective. It analyses the effectiveness of mobile advertising in its current format (as prevalent in India). ‘Effectiveness’ for the purpose of this study has been concretized in terms of impact of mobile advertising on the purchase decision of the consumer. However, results of binary logistic regression indicate that mobile advertising in its current format does not have a significant impact on the purchase decision of a consumer, and that there might be other significant factors like a firm's marketing efforts (marketing mix), a consumers' socio-cultural environment (family, informal sources, non-commercial sources, social class, culture and sub-culture), and an individual's psychological field (motivation, perception, learning, personality, and attitudes) that affect his purchase decision. Mobile advertising in its current format is very generic in its approach, as substantiated by factor analysis performed on the data — marketing communication through mobiles primarily lacked in contextualization and perceived usefulness (for the target customers), and were disruptive in nature. Although mobiles are a powerful mode of marketing communication, the important issues at stake here are— what to say, how to say it, to whom, and how often. Communications get more and more difficult, as a large number of companies clamour for getting the consumers' increasingly divided attention through various means. Hence the challenge lies in customizing the marketing communication to suit individual needs (Customerization), i.e., reaching the right target market with the right message at the right time. Also, variations in consumer responsiveness towards mobile advertising have been examined using Analytic Hierarchy Process (AHP). Finally, some features enhancing the utilitarian and hedonic benefits drawn (or expected) from mobile advertising are prioritized. This enhancement of benefits can be implemented by incorporating Intelligent Software Agents, which make customerization of marketing messages a reality—delivering all the desired benefits (utilitarian⁄hedonic) to the consumers. Software Agents are programmes which fulfill a task independently on behalf of the user and can be adapted to the individual preferences and parameters of its instructor; software agents operate without intervention of the user at a specific problem definition.
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Daniel Clemes, Michael, Xin Shu, and Christopher Gan. "Mobile communications: a comprehensive hierarchical modelling approach." Asia Pacific Journal of Marketing and Logistics 26, no. 1 (January 7, 2014): 114–46. http://dx.doi.org/10.1108/apjml-04-2013-0040.
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Purpose – Global mobile communication is one of the most dynamic and important service markets. Several researchers suggest using a theoretical approach to develop a much deeper insight into key marketing constructs such as service quality, customer perceived value, customer satisfaction, perceived switching costs, corporate image, and customer loyalty is of vital importance to the mobile communications market. This study aims to develop and test a comprehensive hierarchical model of these six important constructs. The model also incorporates the retailing function of a major mobile communication provider. Design/methodology/approach – The research sample of 516 was drawn from customers of one of the largest mobile communications service providers in China. The data were analysed using exploratory factor analysis, confirmatory factor analysis and structural equation modelling. Findings – The results of the study support using a hierarchical and multidimensional approach for conceptualising and measuring customers' perceptions of service quality in the mobile communications market. In addition, the findings illustrate that service quality is an important determinant of customer perceived value, customer satisfaction, corporate image, and perceived switching costs. Customer perceived value is also an antecedent of customer satisfaction. Corporate image, customer satisfaction, and perceived switching costs are three key drivers of customer loyalty. However, the findings also indicate that corporate image is not an important determinant of customer satisfaction and that customer perceived value is not a key driver of customer loyalty. Originality/value – This is the first paper that has developed and tested a comprehensive hierarchical model of the mobile communications market.
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Waheed, Abdul, Jianhua Yang, and Jon K. Webber. "Reinforcing Consumers’ Impulsive Buying Tendencies through M-Devices and Emails in Pakistan." Interdisciplinary Journal of Information, Knowledge, and Management 13 (2018): 045–60. http://dx.doi.org/10.28945/3964.
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Aim/Purpose: The current study investigates the relationship between mobile and email marketing and consumer impulse buying tendencies in Pakistan. Background: Technology has become a primary driver for all business operations, which has dramatically transformed the wireless communications marketing paradigm. However, researchers have claimed that further inquiry is still needed to explore the role that distinct and emerging global technologies have on marketing communication strategies. This study explores the linkage of mobile and email marketing on consumers’ impulse buying behavior in Pakistan. Methodology: Primary data were collected through the distribution of 1000 questionnaires among students of different universities within two provinces of Pakistan: Punjab and Khyber Pakhton Khan (KPK). The study was conducted between November 2016 and March 2017. The authors received back 950 surveys, which is a very significant rate of return (95%). Of those submitted, 900 surveys were deemed eligible for analysis after improper documents were eliminated. Structure equation modeling (SEM) was utilized to test the study’s hypotheses. Contribution: This study assists organizations in improving marketing campaigns by focusing more on mobile devices (m-devices) and email medium to better comprehend consumers’ assessment processes at a lower budgetary cost. Such digital considerations could provide innovative possibilities for marketers in approaching their target market by adopting novel methods for information sharing. Findings: The findings revealed a positive association between mobile and email marketing on consumers’ impulse buying tendencies. The comprehensive analysis affirmed; however, there is a higher positive relationship of mobile marketing results compared to email marketing outcomes. There are favorable benefits in considering such emerging methods in marketing communications as promotional strategies are considered by organizations. Recommendations for Practitioners: Marketers are encouraged to evaluate the potential of using both emerging mediums to take advantage of consumer impulse buying habits where m-devices and emails approaches are utilized. Future Research: Future inquiries might examine the global influence of m-devices and email technology toward other buying tendencies of consumers: exploratory, online, variety seeking, habitual, and other emerging complex on-demand buying behavior.
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Hsu, Pi-Fang, Tien-Chun Lu, and Chia-Wen Tsai. "Evaluating Mobile Application Development Firms." International Journal of E-Adoption 6, no. 1 (January 2014): 53–66. http://dx.doi.org/10.4018/ijea.2014010104.
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The purpose of the present paper is to propose a decision model for both advertisers and advertising agencies to evaluate and select mobile application development firms. The researchers first refer to related literature and apply the Modified Delphi Method to postulate the most suitable selection criteria. Then, Analytic Hierarchy Process (AHP) is utilized to derive the relative weight and ranking of each decision criteria, which can be used for evaluating and selecting the most suitable mobile application development firm. Then a company, which serves as a case example, is selected for applying this model. The data analysis finds that when selecting mobile application development firms, both advertisers and advertising agencies hold mastery of mobile marketing skill as their top concern. Business marketing division also stress experience in mobile marketing operation, especially ability in innovative layout and execution. In contrast, advertising agencies are able to provide their clients with creative ideas and designs. Therefore, they do not care so much whether marketing application development firms have ability in innovative layout and execution. They are more concerned about ability in customer service, especially team communication and arbitration ability.
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Dinh, Van Son, Hoang Viet Nguyen, and The Ninh Nguyen. "Cash or cashless?" Strategic Direction 34, no. 1 (January 8, 2018): 1–4. http://dx.doi.org/10.1108/sd-08-2017-0126.
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Purpose This paper aims to investigate the factors which influence consumer adoption of mobile payments. It also proposes strategic initiatives including integrated marketing communications to enhance and promote consumer adoption of such a mode of payments. Design/methodology/approach This paper focuses on the case of an emerging economy, Vietnam. Findings The key motivators of using mobile payment services include perceived usefulness, convenience, promotional offers, and social approval. In contrast, major barriers to consumer adoption of this mode of payment are lack of trust, limited opportunities for usage, complexity, and habits associated with cash payment. Practical implications Mobile payment service providers and their partners should make every effort to improve their consumers’ experience. Their marketing communication strategies should incorporate various consumer contact points such as the internet, social media, point-of-purchase communications, TV commercials, and product placement and endorsement. Originality/value This paper is among the first of its kind which provides insights on consumer adoption of mobile payments in Vietnam. Hence, it would be of interest to consumers and also to key stakeholders such as mobile payment providers, financial institutions, retailers, telecommunication companies, and policymakers.
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Zhang, Ping. "Research on the Technology of Service Pricing Optimization Strategy for Mobile Communication Enterprise." Applied Mechanics and Materials 713-715 (January 2015): 1427–30. http://dx.doi.org/10.4028/www.scientific.net/amm.713-715.1427.
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Price is the main competition means in China's mobile communications market, scientific pricing methods and strategies are important issues must be resolved by operators. Meanwhile, the pricing strategy selection of service product is an important decision factor in mobile communication business marketing. Based on this, this paper through analyzing on the cost-plus pricing strategy, competition-oriented pricing strategy and customer-oriented pricing strategy, consider mobile communication enterprise pricing strategy should be selected according to their own environment and the different stages of the mobile service growth, so that pricing is more in line with the subjective wishes of the client, and favorable for long-term interests of the enterprise.
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Xiao, Yunhua. "Tourism Marketing Platform on Mobile Internet." Journal of Electronic Commerce in Organizations 17, no. 2 (April 2019): 42–54. http://dx.doi.org/10.4018/jeco.2019040104.
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With the progress of science and technology, the development and improvement of internet technology and smart phones are gradually popular in the daily life; this world has achieved a swift transition to the mobile internet era from the traditional internet era. Various tourist areas have established “Digital Scenic Spots” in recent years, making the internet combine tightly with tourism. The construction of scenic-spot marketing platforms based on internet is an important component of constructing “Digital scenic spot.” In this article, a tourism marketing platform on the mobile internet is established by analyzing the mobile internet mainstream technology and its application in tourism marketing. In this article, the architecture of the marketing system uses the MVC pattern with a three-tier distributed structure and the logic layer of the system uses a construction of JavaBean and EJB. The article also builds a WeChat marketing model based on MM-TIP. The result of research provides some reference for constructing tourism marketing platform based on mobile internet.
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Yadav, Mayank, Yatish Joshi, and Zillur Rahman. "Mobile Social Media: The New Hybrid Element of Digital Marketing Communications." Procedia - Social and Behavioral Sciences 189 (May 2015): 335–43. http://dx.doi.org/10.1016/j.sbspro.2015.03.229.
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Koldyshev, Maxim. "INDUSTRIAL (B2B) MARKETING OF GLASS COMPANIES: MOBILE APPLICATIONS AS A SALES PROMOTION TOOL." Three Seas Economic Journal 1, no. 3 (December 18, 2020): 46–52. http://dx.doi.org/10.30525/2661-5150/2020-3-8.
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The purpose of the paper is a qualitative analysis of mobile applications as a sales promotion tool in industrial (B2B) marketing of glass companies. Industrial marketing of the glass industry is poorly studied in terms of digital technology development and integration as well as mobile applications as tools for digital marketing communications. B2B companies’ digitalization is at the initial stage. Methodology. This research builds on the concepts of digital B2B marketing, the digitization capability of B2B companies, customer relationship building, and customer focus. The research methodology is based on the case study of ABC company and the content analysis of information available on the ABC’s website in the public domain. A content analysis was conducted of the patent for a method for determining the coated glass coating type using an application and a light source. Results demonstrate problems related to digital marketing concepts integration, customer focus, and customer relations formation. The results show an active digital strategy use for the company’s business growth through software development and integration of end product interactive visualization tools. As a result, additional business value is formed: 1) end customer company focus; 2) product knowledge development and B2B services personalization; 3) manufacturers transfer some sales and communication functions to their customers, which solves the problem of staff rotation in the sales subsystem; 4) the application becomes a tool for customer behaviour analysis. Mobile applications complement any traditional product promotion channels. The main domestic industrial market challenge is the poor rate of readiness for digital changes: applications become an effective marketing communication tool only when customers use them. Practical implications. Companies in different industries can use the results to understand real issues of applications integration in marketing strategy and communication. These problems include the digital unpreparedness of the Russian domestic market to accept new technological solutions. Value/originality. This research proves that mobile applications increase sales and is effective if company personnel, end users and B2B customers actively use them. Applications complement traditional B2B marketing channels.
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Остапчук and Aleksey Ostapchuk. "Internet marketing complex to promote tourism business." Economics 4, no. 5 (October 10, 2016): 63–68. http://dx.doi.org/10.12737/20838.
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The article considers Internet marketing complex for promotion of travel business.
The article gives a review of instruments of marketing communication in Internet
network for touristic enterprises. The author describes the most common ways
for users to interact with the network. The main devices through which users log
on to the Internet are considered. The data on the percentage of use mobile
devices and personal computers in Russia and European countries are given.
The article summarizes the complex of instruments marketing communication
on the Internet for tourist enterprises. The author considers types websites
to promote businesses in travel industry, describes the structure of communication
between organization and customer through various types of websites. The article
presents a complex marketing communications through search engines, briefly
describes search advertising and search optimization, presents the most popular
search system of the Russian Internet segment.
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Nasco, Suzanne Altobello, and Gordon C. Bruner. "Comparing consumer responses to advertising and non‐advertising mobile communications." Psychology and Marketing 25, no. 8 (August 2008): 821–37. http://dx.doi.org/10.1002/mar.20241.
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Mort, Gillian Sullivan, and Judy Drennan. "Mobile Communications: A Study of Factors Influencing Consumer Use of m-Services." Journal of Advertising Research 47, no. 3 (September 2007): 302–12. http://dx.doi.org/10.2501/s0021849907070328.
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Scharl, Arno, Astrid Dickinger, and Jamie Murphy. "Diffusion and success factors of mobile marketing." Electronic Commerce Research and Applications 4, no. 2 (June 2005): 159–73. http://dx.doi.org/10.1016/j.elerap.2004.10.006.
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Park, Byungjoo, Ankyu Hwang, and Haniph Latchman. "Design of Optimized Multimedia Data Streaming Management Using OMDSM over Mobile Networks." Mobile Information Systems 2017 (2017): 1–13. http://dx.doi.org/10.1155/2017/2867127.
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Mobility management is an essential challenge for supporting reliable multimedia data streaming over wireless and mobile networks in the Internet of Things (IoT) for location-based mobile marketing applications. The communications among mobile nodes for IoT need to have a seamless handover for delivering high quality multimedia services. The Internet Engineering Task Force (IETF) mobility management schemes are the proposals for handling the routing of IPv6 packets to mobile nodes that have moved away from their home network. However, the standard mobility management scheme cannot prevent packet losses due to longer handover latency. In this article, a new enhanced data streaming route optimization scheme is introduced that uses an optimized Transmission Control Protocol (TCP) realignment algorithm in order to prevent the packet disordering problem whenever the nodes in the IoT environment are communicating with each other. With the proposed scheme, data packets sequence realignment can be prevented, the packet traffic speed can be controlled, and the TCP performance can be improved. The experimental results show that managing the packet order in proposed new scheme remarkably increases the overall TCP performance over mobile networks within the IoT environment thus ensuring the high quality of service (QoS) for multimedia data streaming in location-based mobile marketing applications.
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Aguirre, Elizabeth, Anne L. Roggeveen, Dhruv Grewal, and Martin Wetzels. "The personalization-privacy paradox: implications for new media." Journal of Consumer Marketing 33, no. 2 (March 21, 2016): 98–110. http://dx.doi.org/10.1108/jcm-06-2015-1458.
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Purpose – This paper aims to investigate personalized communications through digital media, which include display, search, social and mobile communications. Design/methodology/approach – Drawing on the literature pertaining to different digital mediums, the authors explore how different factors influence consumers’ responses to personalized communications. The current study integrates and reviews prior literature related to personalization, seeking a richer understanding of when personalized communications improve or hinder customer–firm interactions. Findings – Personalization can both enhance and diminish consumer engagement with the firm: it may heighten privacy concerns because consumers worry about how their data are collected and used, and it can also benefit them in meaningful ways. Thus, firms must use the information that they collect in a strategic manner to balance this personalization-privacy paradox. This paper finds that the benefits of personalization may vary as a function of the medium through which the communication is conveyed. It suggests directions for research in each of these media and strategies firms can implement to mitigate privacy concerns. Originality/value – This investigation of emerging themes related to search, display, social and mobile communications provides a more comprehensive overview of current research, as well as a foundation for further research into personalization.
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Zhang, Jialin, Tong Wu, and Zhipeng Fan. "Research on Precision Marketing Model of Tourism Industry Based on User’s Mobile Behavior Trajectory." Mobile Information Systems 2019 (February 3, 2019): 1–14. http://dx.doi.org/10.1155/2019/6560848.
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With the deep cross-border integration of tourism and big data, the personalized demand of tourist groups is increasingly strong. Precision marketing has become a new marketing mode that the tourism industry needs to pay close attention to and explore. Based on the advantages of big data platform and location-based service, starting from the precise marketing demand of tourism, we design data flow mining technology framework for user’s mobile behavior trajectory based on location services in mobile e-commerce environment to get user track data that incorporates location information, consumption information, and social information. Data mining clustering technology is used to analyze the characteristics of users’ mobile behavior trajectories, and the precise recommendation system of tourism is constructed to provide support for tourism decision making. It can target the tourist group for precise marketing and make tourists travel smarter.
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Güçeri-Uçar, Gözem. "Enhancing Mobile Advertising Effectiveness in Turkey through Peer Influence." Journal of Electronic Commerce in Organizations 11, no. 4 (October 2013): 1–18. http://dx.doi.org/10.4018/jeco.2013100101.
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This article aims to explain how involvement and peer influence may enhance mobile advertising effectiveness by increasing consumers’ intention to participate in SMS-based mobile marketing campaigns. Both individual and joint effects of these variables on marketing campaign participation intentions of Turkish consumers are analyzed. Findings indicate that involvement is not necessarily a strong predictor of campaign participation intentions in the context of mobile marketing. Peer influence, on the other hand, was shown to have a significant effect on intention to participate in an m-marketing campaign, as well as being a moderator of the relationship between involvement and campaign participation intention. A unique contribution of this study is the linking of involvement and peer influence in a unified framework to demonstrate how these two variables can jointly be used to increase m-marketing campaign participation numbers.
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Jin, Yuping. "Applying Fuzzy Clustering to Examine Marketing Strategy of Tourism Brand in Mobile Internet Era." Journal of Electronic Commerce in Organizations 17, no. 2 (April 2019): 29–41. http://dx.doi.org/10.4018/jeco.2019040103.
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Mobile internet technology is the development of modern communication technology and internet technology, which guides the progress of modern communication and the information field. It enables most users to access the internet easily with just a mobile phone through a powerful and convenient mobile network. Compared with the traditional ways of television advertising and television broadcasting, there is a clear advantage to expand the development of tourism by using the mobile internet. Therefore, it is important to study the development of tourism industry in the context of the mobile internet era. Based on the analysis of the characteristics of mobile internet, and its impact on the tourism industry, this article uses the intelligent push algorithm based on fuzzy K-means clustering to construct the similarity matrix. Then, the efficiency is pushed, and reasonable information is sent to users by the calculated degree of interest. In this way, people can realize a more perfect tourism development strategy based on the background of the mobile internet era.
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Ristevska – Jovanovska, Snezana, and Marija Magdincheva – Shopova. "BRAND AND BRANDING AS IMPORTANT MANAGEMENT PRIORITIES." Knowledge International Journal 28, no. 1 (December 10, 2018): 209–16. http://dx.doi.org/10.35120/kij2801209r.
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The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. Your marketing and branding clearly influence that perception but your brand exists whether you actively market your business or not. If you’re out there and people are interacting with your business, you have a brand. Brand is a known identity of a company in terms of what products and services they offer but also the essence of what the company stands for in terms of service and other emotional, non tangible consumer concerns. To brand something is when a company or person makes descriptive and evocative communications, subtle and overt statements that describe what the company stands for. Relationship that brands have with people basically changed the process of digitization of the media. Influence marketers use the mobile phone in the marketing communication process. In this regard, implementing a successful marketing campaign is critical acceptance of the mobile device by consumers as a new way of thinking. For marketers fail to increase the engagement of users, to add value and ultimately increase their return on investment in marketing, it is essential that they understand the attitudes and intentions of customers to mobile marketing. For the purpose of this paper was conducted quantitative, descriptive research. The purpose of this research is by analyzing the habits of using mobile devices to determine the attitudes of users of smartphones for mobile marketing in the country. The survey was conducted using the on line questionnaire, made and distributed only to those users who use smartphones in the period June-October 2018. The survey was conducted by the method of testing undisguised structured questionnaire on 260 respondents. The questionnaire consisted of ten questions and most of the questions are structured closed. In the initial part of the survey focus was on basic demographic data (sex and age). The next questions are related to activities that most respondents use the smartphone as well as preferences for activities for which users often use smart phones.
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Demko, Mariana. "Development of integrated marketing Internet communications in the activity of Ukrainian banks." Marketing and Digital Technologies 5, no. 1 (March 14, 2021): 101–12. http://dx.doi.org/10.15276/mdt.5.1.2021.6.
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In modern conditions the Internet is developing rapidly. Marketing communications on the Internet is one of the main elements of Internet marketing of banking institutions and an important element in establishing relationships with target audiences and managing them, informing customers, improving the image of the bank. It is determined that the Internet today covers the information, communication and logistics areas of marketing communications of banks. The paper identifies the areas of integrated marketing Internet-communications in the activities of banks and their main elements to present their characteristic. At the present stage of development of Internet-communications in activities banking, it is advisable for banking institutions to use advertising, digital and creative strategies. It was found that the current trends in the development of marketing communications on the Internet also indicate the growth of Internet-communications in social networks as an important mechanism for interesting the bank customers and forming interaction with them and the development by the bank of its website, its attractive design, updating information on it. The results of the study showed that the largest share of Internet users in Ukraine uses mobile phones or smartphones, the number of which is growing, which expands the capabilities of banks in the field of Internet-communications. It was established that the most active banks in the media space are banks with state share: JSC CB «PrivatBank», JSC «Oschadbank», JSC «Ukreximbank» and banks of foreign banking groups such as JSC «Raiffeisen Bank Aval», JSC «OTP BANK», JSC «ALFA-BANK». JSC «FUIB» is among the banks with private capital. At the same time, the largest media activity of banks in 2019 was observed in banks of foreign banking groups, and in 2019, 2021 by the number of messages in state-owned banks. The analysis of the collected marketing information showed that the largest number of messages from the leading banks of Ukraine by categories of media was observed in the Internet media, as the Internet is a convenient, cheap and effective communication channel in all areas activities. The expediency of using the Internet to promote banking products is also due to the fact that recently the effectiveness of traditional channels for disseminating information about banks and their products has decreased. Key words: integrated Internet-marketing communications, banks, Internet marketing, mediaactivity of banks, means of information dissemination
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Komulainen, Hanna, Annu Perttunen, and Pauliina Ulkuniemi. "An Integrative Perspective of Mobile Advertising for SMEs." Journal of Media Management and Entrepreneurship 1, no. 2 (July 2019): 48–61. http://dx.doi.org/10.4018/jmme.2019070104.
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Mobile advertising (m-advertising) is a subset of mobile marketing and refers to all forms of advertising via mobile phones or other mobile devices. M-advertising is becoming an important marketing channel for any type of company, notably for SMEs and small entrepreneurial start-ups and their media and communications portfolio. However, it is still unclear how to best use m-advertising for the benefit of both end-consumers and advertisers. This study explored a field experiment of new m-advertising system conducted in Finland and based on a qualitative explorative study of the critical value elements of m-advertising were identified. The findings show that the active participation of both the advertisers and end-consumers is a key determinant in making m-advertising a viable service; unless both advertiser and end-consumer actively engage in the co-creation of a m-advertising service, value creation will not reach its full potential. In addition, this study provides practical implications for the retailers on how to use m-advertising service successfully in their marketing.
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Samanta, Jyotirmoy, and Neelotpaul Banerjee. "A Comparative Study on Factors Affecting Consumer’s Choice on Purchasing a Cellular Phone across India & US." International Journal of Business and Social Research 6, no. 6 (July 5, 2016): 59. http://dx.doi.org/10.18533/ijbsr.v6i6.971.
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<p>In the hasty budding plethoric technological space, mobile technology & devices play a noteworthy role. It’s imperative to take a cognizance of the fact that mobile market is contributing substantially to global economy as well as to an individual nation’s economy. Mobile devices market is predominantly consumer driven & this research work emphasizes on cross national comparative study among mobile consumers across India & USA. The study focuses on a thirty leading factors that influence consumers principally in their buying decision making process. An empirical survey of four hundred consumers was conducted across India & USA using a questionnaire. The study reveals that ‘Price’ is the pivotal factor that an Indian consumer considers at first place whereas an American buyer stresses upon ‘Brand Name’. Furthermore, it unveils that a US consumer looks for ‘EMI options’ for buying while Indian consumers concentrates on ‘Design of the device’. This study will aid mobile manufacturing firms to frame effective marketing strategies & help marketing managers to design effective marketing communications.</p>
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I. Novytska. "Digital Marketing as a Technology for Promotion of Organic Products." Herald of the Economic Sciences of Ukraine, no. 2(37) (December 23, 2019): 196–200. http://dx.doi.org/10.37405/1729-7206.2019.2(37).196-200.
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The article highlights the use of digital marketing as an opportunity for modern promotion of organic products, which should turn into a complex of multidirectional components, such as: a deep study of the online audience, its behavioral component; Engaging all possible audience segments immersion of production employees in digital communication with the consumer; organization of interaction with the potential consumer. Digital technology provides an integrated approach to promoting organic products in the digital environment, also encompassing offline consumers using mobile phones and other digital communications. Provides the ability to integrate a large number of different technologies (social, mobile, web, etc.) with sales and customer service. Continuous quality two-way communication between the advertiser and the end consumer of organic products; the combination of technology and human resources, keeping the right balance, based on the needs of the target audience and the features of the organic products offered; the ability to be relevant to the market, evaluate and analyze the results of promotion, respond flexibly to market needs. The article notes that digital marketing is more profitable than a traditional advertising campaign, especially for small non-network manufacturers. Organic producers who previously could not afford to compete with the big players side by side with the big players are now offered to launch a quality campaign for their audience, even at low marketing costs. marketing opens up a lot of new opportunities for organic businesses, while improving the quality of ordering and delivery and making it more personalized to potential consumers. Keywords digital marketing, promotion, organic products, digital tools, online channels, offline channels, consumers.
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Guido, Gianluigi, Marco Pichierri, Rajan Nataraajan, and Giovanni Pino. "Animated logos in mobile marketing communications: The roles of logo movement directions and trajectories." Journal of Business Research 69, no. 12 (December 2016): 6048–57. http://dx.doi.org/10.1016/j.jbusres.2016.06.003.
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Cawood, John. "Technology as text: the changing meanings of the fixed and mobile telephone." Comunicação e Sociedade 8 (December 20, 2005): 229–40. http://dx.doi.org/10.17231/comsoc.8(2005).1194.
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Recent sociological studies of the mobile phone and the fixed line telephone have drawn attention to the changing meanings of communications technologies. Whilst manufacturers often represent “preferred” uses in product marketing, users frequently subvert such intended purposes, modify them or invent new practices. Mobile phones, whose “essential” function was verbal communication, were initially designed and marketed for business and professional use. Today we use them to chat and keep in touch with our children. Their basic function of speech communication has been subverted as teenagers opt to for text messages. School-children have invented new social uses despite the efforts of mobile phone companies to persuade them otherwise.Traditionally, social scientists have assumed that a device such as the telephone has an intrinsic purpose determined by some essential property of its technology. Such an approach stands in contrast to the analysis of works of art or products of the media where factors such as religious belief, social values and political ideology are routinely invoked to explain their various interpretations. This paper suggests that such a dichotomy is false. Concepts from cultural studies and communications theory are used to argue that technologies such as the telephone are cultural products with symbolic as well as economic value and that users can shift their meanings.
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Kłosińska, Joanna. "New ways of customer relationship building on the internet using tools like content marketing, real-time marketing, mobile applications, social media, video communications." Nowoczesne Systemy Zarządzania 13, no. 3 (September 24, 2018): 15–27. http://dx.doi.org/10.37055/nsz/129488.
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Komunikacja to jeden z najbardziej naturalnych procesów, który stale ewoluuje pod kątem narzędzi. Duża część procesu komunikacji w XXI wieku przebiega w Internecie, a coraz to nowsze narzędzia internetowe wymuszają wprowadzenie zmian w komunikacji zarówno między użytkownikami indywidualnymi jak i w relacjach B2C. Nowe możliwości technologiczne oraz komunikacyjne to również nowe wyzwania dla budowania lojalności z e-konsumentem. E-biznes ma w tym celu do dyspozycji wiele narzędzi, które mogą ułatwić cały proces i zarazem wyróżnić konkretną firmę na tle konkurencji. Artykuł koncentruje się na wyjaśnieniu nowoczesnych narzędzi budowania relacji i lojalności w Internecie, takich jak content marketing, real-time marketing, aplikacje mobilne, portale społecznościowe czy też komunikacja video oraz wskazaniu korzyści z ich zastosowania w praktyce.
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Ratten, Vanessa. "The Development of Social E-Enterprises, Mobile Communication and Social Networks." Journal of Electronic Commerce in Organizations 11, no. 3 (July 2013): 68–77. http://dx.doi.org/10.4018/jeco.2013070104.
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As technological innovations have progressed, the ability of social enterprises to find creative solutions to social problems in the global economy has increased. Social electronic enterprises (e-enterprises) contribute to the well-being of society by utilizing information and communications technology that has a financial component in addition to social and environmental objectives. Social e-entrepreneurship is an effective dynamic way that organizations can achieve social objectives that facilitate change in the international environment. More recently, innovation in information and communications technology has increased the ability of individuals to establish social e-enterprises. This paper discusses the role of technological innovations in providing opportunities for social e-enterprises to develop based on mobile online services. The influence of mobile online communities in developing social e-enterprises is investigated along with how mobile communication has encouraged individuals and organisations to be involved in social e-enterprises. The changing mobile social software communications devices that have allowed individuals to build social e-enterprises using technological innovations from the internet are stated. Recommendations for the continued development of social e-enterprises that utilize emerging technological innovations are included in the paper with suggestions for future research.
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Yu, Ying. "Application of Mobile Edge Computing Technology in Civil Aviation Express Marketing." Wireless Communications and Mobile Computing 2021 (May 31, 2021): 1–11. http://dx.doi.org/10.1155/2021/9932977.
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With the popularization of mobile terminals and the rapid development of mobile communication technology, many PC-based services have placed high demands on data processing and storage functions. Cloud laptops that transfer data processing tasks to the cloud cannot meet the needs of users due to low latency and high-quality services. In view of this, some researchers have proposed the concept of mobile edge computing. Mobile edge computing (MEC) is based on the 5G evolution architecture. By deploying multiple service servers on the base station side near the edge of the user’s mobile core network, it provides nearby computing and processing services for user business. This article is aimed at studying the use of caching and MEC processing functions to design an effective caching and distribution mechanism across the network edge and apply it to civil aviation express marketing. This paper proposes to focus on mobile edge computing technology, combining it with data warehouse technology, clustering algorithm, and other methods to build an experimental model of MEC-based caching mechanism applied to civil aviation express marketing. The experimental results in this paper show that when the cache space and the number of service contents are constant, the LECC mechanism among the five cache mechanisms is more effective than LENC, LRU, and RR in cache hit rate, average content transmission delay, and transmission overhead. For example, with the same cache space, ATC under the LECC mechanism is about 4%~9%, 8%~13%, and 18%~22% lower than that of LENC, LRU, and RR, respectively.
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Isa, Sani Muhammad, Frisca, R. Puspitasari, S. T. Setyady, and Y. Sari. "ANALISIS EFEKTIVITAS PEMASANGAN IKLAN PADA APLIKASI MOBILE DAN FAKTOR-FAKTOR YANG MEMENGARUHINYA." Jurnal Sistem Informasi 7, no. 1 (July 15, 2012): 42. http://dx.doi.org/10.21609/jsi.v7i1.293.
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Perkembangan sistem komunikasi yang semakin cepat membawa dampak yang cukup besar bagi dunia periklanan pada aplikasi mobile. Hal tersebut disebabkan oleh besarnya peluang bagi perusahaan untuk memasarkan produknya dalam bentuk mobile advertisement. Mobile advertisement adalah sebuah iklan yang dapat tampil dalam berbagai bentuk, seperti musik, grafik, suara, atau tulisan melalui terminal telekomunikasi mobile. Salah satu kelebihan mobile advertisement adalah dapat melakukan one-to-one marketing dan mass marketing secara bersamaan. Pada umumnya perusahaan menjalin kerjasama dengan pihak pengembang aplikasi mobile yang telah populer atau paling banyak diunduh, dengan cara memasang iklan pada aplikasi tersebut. Hingga saat ini masih belum diketahui secara jelas mengenai tingkat efektivitas teknik pemasaran produk atau jasa melalui pemasangan iklan pada aplikasi mobile. Efek pemasangan iklan pada aplikasi mobile kepada pengguna aplikasi belum menjadi hal yang dianggap penting oleh sebagian besar perusahaan. Penelitian ini bertujuan untuk melakukan investigasi terhadap efektivitas iklan pada aplikasi mobile serta faktor-faktor yang memengaruhi sikap pengguna mobile terhadap iklan tersebut. Selain itu juga akan dihasilkan rekomendasi mengenai kriteria iklan yang baik. Penelitian ini akan dilakukan dengan menggunakan metode survey dan melihat korelasi antara beberapa parameter terkait periklanan pada aplikasi mobile. The development of increasingly rapid communications system brings a considerable impact to the world of advertising on mobile applications. This is due to the large opportunity for companies to market their products in the form of mobile advertisement. Mobile advertisement is an advertisement that can appear in various forms, such as music, graphics, sound, or text through a mobile telecommunication terminal. One of the advantages of mobile advertisement is able to perform one-to-one marketing and mass marketing simultaneously. In general, the company formed a partnership with the developers of mobile applications that have been popular or most downloaded, by placing ads on the application. Until now still not known clearly about the effectiveness of the marketing techniques of products or services through advertising on mobile applications. Effects of advertising on mobile applications to users of the application is not a thing that is considered important by most companies. This study aimed to investigate the effectiveness of advertising on mobile applications and the factors that influence user attitudes toward mobile advertising. They also produced recommendations on the criteria of a good ad. The research will be conducted using the survey method and see the correlation between several parameters related to advertising on mobile applications.
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Watson, Catherine, Jeff McCarthy, and Jennifer Rowley. "Consumer attitudes towards mobile marketing in the smart phone era." International Journal of Information Management 33, no. 5 (October 2013): 840–49. http://dx.doi.org/10.1016/j.ijinfomgt.2013.06.004.
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Wohllebe, Atilla, Manuel Rolf Adler, and Szilárd Podruzsik. "Influence of Design Elements of Mobile Push Notifications on Mobile App User Interactions." International Journal of Interactive Mobile Technologies (iJIM) 15, no. 15 (August 11, 2021): 35. http://dx.doi.org/10.3991/ijim.v15i15.23897.
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<p class="0abstract">With the increasing relevance of mobile apps for companies, push notifications to address app users are also becoming more important. While the acceptance factors of push notifications have already been extensively researched, the effect of the different design elements on user interaction by opening the mobile app is still completely unexplored. Based on existing scientific findings from related fields, especially banner advertising and e-mail marketing, the authors first develop hypotheses on the effect of title, button and image on user interaction with push notifications. In several experiments the hypotheses are tested using the example of a mobile shopping app. The results are evaluated using Chi-square test and Cramer's V. While the use of a title seems to have a positive effect on interaction rates, the hypotheses on the positive effect of buttons and images on interaction rates have to be rejected.</p>
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Steinbock, Dan. "Beyond Mobile: People, Communications and Marketing in a Mobilized World20035Mats Lindgren, Jorgen Jedbratt and Erika Svensson. Beyond Mobile: People, Communications and Marketing in a Mobilized World. New York: Palgrave Global Publishing 2002. 288pp. $65.00." info 5, no. 3 (June 2003): 73–75. http://dx.doi.org/10.1108/info.2003.5.3.73.5.
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Kamboj, Shampy, Shruti Rana, and Vinayak A. Drave. "Factors Driving Consumer Engagement and Intentions with Gamification of Mobile Apps." Journal of Electronic Commerce in Organizations 18, no. 2 (April 2020): 17–35. http://dx.doi.org/10.4018/jeco.2020040102.
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The advent of smartphones revolutionized and took the market to a new level. Now a days, majority of internet users spend their maximum time on smartphones, specifically on mobile apps. The emergence of numerous apps in smartphones with games features has brought about a different trend, mobile app gamification. The emerging popularity of smartphone technologies and their mobile apps have led various companies to engage their consumers with mobile apps, specifically through gamification. Therefore, companies gain consumers attention integrate their mobile marketing into their overall marketing strategy. This study explores the domain of consumer engagement and their intentions through the gamification of mobile apps. The research focuses on how mobile app gamification drives consumer engagement and their intentions drawing upon SDT and TAM. Using survey method data collected from 270 respondents, data analysis was done with structure equation modeling (SEM). The findings assert that various features of gamification of mobile apps (perceived ease of use, perceived usefulness and enjoyment) have a significant influence on consumer engagement. However, convenience was unexpectedly found not to be significantly associated with consumer engagement. Additionally, consumer engagement was found to be associated to smartphone user's intentions to use gamification of mobile apps. The results of present study have theoretical and practical implications.
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Zolfaghar, Kiyana, Farid Khoshalhan, and Mohammad Rabiei. "User Acceptance of Location-Based Mobile Advertising." International Journal of E-Adoption 2, no. 2 (April 2010): 35–47. http://dx.doi.org/10.4018/jea.2010040103.
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Location-based advertising (LBA) opens up new frontiers for marketers to place their advertisements in front of consumers. LBA is a new form of marketing communication that uses location-tracking technology in mobile networks to target consumers with location-specific advertising on their cell phones. It provides more targeted communication and interaction between the marketer and its potential customers. This paper reviews different aspects of LBA advertising and investigates the drivers of consumer acceptance toward it. Achieving this, a research framework is developed to explore the factors influencing consumer intention for using LBA in Iran. Individuals’ responses to questions about intention to accept/use of LBA advertising were collected and analyzed with various factors modified from UTAUT with main constructs of utility expectancy, trust, effort expectancy, and control. While the model confirms the classical role of utility expectancy and effort expectancy as the key factors in technology acceptance, the results also show that users’ behavioral intentions are influenced by trust and their control on ads flow.
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Ruiz-Mafé, Carla, Silvia Sanz-Blas, and José Martí-Parreño. "The Role of Individual-Media Relationship and Consumer Personal Factors on Spanish Teenagers' Mobile Social Networking Sites Usage." International Journal of E-Services and Mobile Applications 6, no. 3 (July 2014): 18–33. http://dx.doi.org/10.4018/ijesma.2014070102.
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Social Networking Sites (SNS) are gaining momentum as powerful tools of marketing communications. Mobile phones are becoming one of the most popular devices for accessing Social Networking Sites. In Spain, 44% of Social Networking Sites users access these sites on a daily basis while 79% of them access these sites on a weekly basis. Furthermore, it is notable that over 70% of Social Networking Sites users talk about and recommend commercial brands. This justifies the interest of the study of Social Networking Sites users from a marketing perspective. The aim of this research is to assess the influence of consumers` personal factors (attitude, innovativeness, and gender) and individual-media relationships (media affinity and individual-media dependency) on mobile SNSs usage behaviour. Managerial implications improving marketers´ advertising effectiveness are also provided.
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Lee, ThaeMin, and JongKun Jun. "The role of contextual marketing offer in Mobile Commerce acceptance: comparison between Mobile Commerce users and nonusers." International Journal of Mobile Communications 5, no. 3 (2007): 339. http://dx.doi.org/10.1504/ijmc.2007.012398.
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Mou, Jian, Lijuan Huang, Kai S. Koong, and Yueping Du. "An investigation of perceived value dimensions: Implications for mobile marketing research." International Journal of Mobile Communications 17, no. 1 (2019): 1. http://dx.doi.org/10.1504/ijmc.2019.10023015.
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Huang, Lijuan, Jian Mou, Kai S. Koong, and Yueping Du. "An investigation of perceived value dimensions: implications for mobile marketing research." International Journal of Mobile Communications 17, no. 6 (2019): 641. http://dx.doi.org/10.1504/ijmc.2019.102764.
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Chang, Po-Chien. "Relationships between Individuals' Convergence Readiness and Performance in Using Mobile Phones." International Journal of E-Adoption 8, no. 1 (January 2016): 13–34. http://dx.doi.org/10.4018/ijea.2016010102.
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Due to the emerging trend of digital convergence, the uses of self-service technologies (SSTs) on mobile devices are pervasive worldwide. However, most studies have devoted their efforts to the adoption of new technologies, few studies and business practices paid attention to the evaluation and consequences of mobile user behaviors, such as the uses of a mobile phone for information, communication and self-related services. Hence, this study developed a model by integrating technology readiness and individual performance to assess the individuals' level of readiness and various behavioral patterns in the use of mobile phones. The results show the perceptions of optimism and innovativeness are effective indicators that explain individuals' performance and usage behaviors in the use of mobile phones. The behavioral patterns of using various self-service technologies on mobile phones are segmented and have hierarchical effects. The research implications are valuable to IS implementation and service marketing in the domain of digital convergence.