Journal articles: 'Mobile marketing'

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Březinová, Monika, and Michael Rost. "Mobile Marketing." Acta Universitatis Bohemiae Meridionalis 12, no. 1 (September 24, 2012): 55–62. http://dx.doi.org/10.32725/acta.2009.007.

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Hovančáková, Dominika. "Mobile Marketing." Studia commercialia Bratislavensia 4, no. 14 (January 1, 2011): 211–25. http://dx.doi.org/10.2478/v10151-011-0007-y.

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Mobile Marketing In addition to traditional communication tools, new tools of marketing communication are currently coming into use. Mass-media and marketing communication is an important factor that may considerably influence economic development. In this these I will introduce some of them also in line with possibilities to measure their impact on marketing communication.

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Jenkins, Fiona. "Mobile marketing." Young Consumers 7, no. 2 (March 2006): 60–63. http://dx.doi.org/10.1108/17473610610701501.

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Meadows-Klue, Danny. "Mobile Marketing." Journal of Direct, Data and Digital Marketing Practice 7, no. 2 (October 2005): 198–99. http://dx.doi.org/10.1057/palgrave.dddmp.4340525.

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S, Bharti. "Marketing, Mobile and future of Mobile Advertisement: Life Changing through Mobile." International Journal of Psychosocial Rehabilitation 23, no. 4 (December 20, 2019): 1623–30. http://dx.doi.org/10.37200/ijpr/v23i4/pr190487.

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Shabhu, K. R., Aathira Nandakumar, and Aswathi Nandakumar. "Youngsters Attitude towards Mobile Marketing." Bonfring International Journal of Industrial Engineering and Management Science 6, no. 3 (July 30, 2016): 100–102. http://dx.doi.org/10.9756/bijiems.7467.

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Barutcu, Suleyman. "Mobile viral marketing." Journal of Internet Applications and Management 2, no. 1 (2011): 5–13. http://dx.doi.org/10.5505/iuyd.2011.87587.

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Mary Metilda, Dr R., and Malathi . "Impact of Mobile Shopping Behaviour: Implications for Designing Mobile Marketing Strategy." Bonfring International Journal of Industrial Engineering and Management Science 6, no. 4 (December 31, 2016): 194–99. http://dx.doi.org/10.9756/bijiems.7466.

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Okada, Shoo, and Hidehiko Nishikawa. "A Mobile Crowdsourcing Platform:." Japan Marketing Journal 41, no. 3 (January 7, 2022): 85–94. http://dx.doi.org/10.7222/marketing.2022.009.

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Ong, Rebecca. "Mobile marketing or mobile spam: who decides?" International Journal of Liability and Scientific Enquiry 2, no. 3 (2009): 259. http://dx.doi.org/10.1504/ijlse.2009.024889.

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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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Lynn, Noah H. N., and Paul D. Berger. "Mobile Marketing in Japan." International Journal of Social Science Research 2, no. 2 (September 25, 2014): 229. http://dx.doi.org/10.5296/ijssr.v2i2.6154.

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McCasland, Mitch. "Mobile marketing to millennials." Young Consumers 6, no. 3 (June 2005): 8–13. http://dx.doi.org/10.1108/17473610510701133.

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Tong, Siliang, Xueming Luo, and Bo Xu. "Personalized mobile marketing strategies." Journal of the Academy of Marketing Science 48, no. 1 (October 16, 2019): 64–78. http://dx.doi.org/10.1007/s11747-019-00693-3.

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Nishihara, Akihiro, and Takashi Niikura. "Distribution Functions and Mobile Apps:." Japan Marketing Journal 41, no. 2 (September 30, 2021): 46–59. http://dx.doi.org/10.7222/marketing.2021.044.

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Köhler, Nadine, and Sandra Meister. "Mobile Marketing – Nervtöter oder Instrument der Kundenbindung?" Der Betriebswirt: Volume 57, Issue 1 57, no. 1 (February 28, 2016): 10–14. http://dx.doi.org/10.3790/dbw.57.1.10.

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Mobile Marketing bietet aufgrund der steigenden Penetration des Smartphones und der Entwicklung des Mobilen Internets interessante Ansätze für den stationären Lebensmitteleinzelhandel. Im Rahmen einer empirischen Untersuchung unter 216 deutschen Smartphone-Usern wurde die Bekanntheit und Akzeptanz moderner Mobile Marketing Instrumente und deren Bedeutung im Kaufprozess untersucht. Hierbei zeigt sich eine hohe Bekanntheit, aber noch großes Potenzial in der Nutzung insbesondere beim täglichen Einkauf. Hauptbarrieren stellen fehlende Bekanntheit und fehlender Nutzen der Dienste dar. Die Rolle der Instrumente variiert während des Kaufprozesses. Insgesamt werden die Instrumente positiv bewertet und Konsumenten stehen zusätzlichen Services positiv gegenüber. Wichtig ist hierbei jedoch ein erlebbarer Zusatznutzen und Transparenz aus Konsumentensicht. Mobile Marketing offers interesting opportunities for retail marketing due to high penetration of smartphones and the rapid evolution of mobile internet. The results of an empirical study prove that most consumers know about the instruments, but there is still unleveraged potential for use especially during daily shopping. Main barriers are a lack of awareness and missing value. The instruments prove different relevancy during purchase decision process. Keywords: nutzungsbarrieren, marketing mix, kaufentscheidungsprozesse

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Palka, Wolfgang, Key Pousttchi, and Dietmar G. Wiedemann. "Mobile Word-Of-Mouth - A Grounded Theory of Mobile Viral Marketing." Journal of Information Technology 24, no. 2 (June 2009): 172–85. http://dx.doi.org/10.1057/jit.2008.37.

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Mobile devices as personal communication tools are used as platforms for viral marketing within existing social networks. Although there is some evidence on the usefulness of mobile viral marketing from the marketers’ perspective, little is known about the motivations, attitudes, and behaviors of consumers engaged in this marketing instrument. The purpose of this research is to better understand the motivations behind a consumer's decision to engage in mobile viral marketing strategies. The outcome is a grounded theory of mobile viral marketing with respect to the consumer and his social network, decomposing the mobile viral effect and identifying the determinants of reception, usage, and forwarding of mobile viral content. This result helps researchers and marketers to better understand the critical components of mobile viral marketing strategies and prepares the ground for further research in this emerging field.

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Borishade, Taiye, Olaleke Ogunnaike, Oladele Kehinde, and Deborah Aka. "Relationship marketing and loyalty of mobile phone customers." Innovative Marketing 18, no. 3 (July 25, 2022): 38–47. http://dx.doi.org/10.21511/im.18(3).2022.04.

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The purpose of this study is to critically examine the effect of relationship marketing (such as trust, commitment, communication effectiveness, and conflict handling) on customer loyalty in the telecommunication service delivery sector. The data for this study were gathered through a questionnaire. In addition, a survey of two hundred and twenty-five (225) customers of telecommunication services in Nigeria supports the investigation. The Statistical Package for Social Sciences (SPSS) version 22 was employed to analyze the data gathered. The findings of this study show that trust, commitment, communication effectiveness, and conflict handling directly affect customer loyalty. In addition, all four variables directly influence customer loyalty. Hinging on the study’s discoveries, the paper suggested that organizations should strategically implement relationship marketing as this will help build and increase loyal customers. This study contributes to the body of knowledge in this field, which adds significant value. Moreover, the study provides valuable details on the telecommunication sector, possibly new to many readers. AcknowledgmentThe authors wish to appreciate the management of Covenant University for the full sponsorship of this publication in this journal.

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Ivanova, Liliya, and Olha Vovchanska. "MODERN TECHNOLOGIES OF MOBILE MARKETING." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 300, no. 6 Part 2 (December 2021): 176–84. http://dx.doi.org/10.31891/2307-5740-2021-300-6/2-29.

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The article studies the main technologies and trends of mobile marketing, including the spread of chatbots; social media and mobile commerce; targeting; voice search; analytics based on artificial intelligence. According to marketing research, it is estimated that almost 40% of Internet users in the world prefer to interact with chatbots. The more companies and consumers use chatbots, the greater is the demand for better chatbot designs, which makes it easier for companies to implement them in their business. As customers spend more and more time on their mobile devices and often choose social networks, the trend of mobile commerce towards social media commerce is quite logical, allowing you to buy goods/services directly on social networks. Using targeting in the companies’ marketing activities will allow all internet users to select the target audience according to certain criteria and promote relevant products/ services. Sending them special offers in the place and at the time when they are most relevant, will increase sales, customer loyalty and brand awareness. Marketing managers use targeting to reach their target audience based on their current location to show ads in real time. Marketing research shows that voice search on mobile devices today is used by 27% of the global audience, 51% use voice search to find information about the product they are interested in. It is predicted that voice search marketing will continue to be relevant and in demand. Artificial intelligence has become an advanced technology of mobile marketing allowing to analyse consumer behavior and search algorithms, social media and blogs. AI helps companies determine how consumers find goods and services, provides target audience recommendations on products/services, communicates with consumers, creates content, reduces staff costs. For large manufacturers artificial intelligence has become an important mean of maintaining and expanding the customer base. Marketing automation increases search efficiency, helps to determine the success of marketing campaigns, allowing you to target the audience in a quicker and more efficient manner, as well as offer interesting content, reduce costs, save time. Authors emphasized that mobile devices are now the main omnichannel marketing tool, and the effective use of mobile marketing instruments by companies will allow them to adjust marketing activities quickly.

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Schögel, Marcus. "Mobile Marketing — die „digitale Nabelschnur“." Marketing Review St. Gallen 31, no. 5 (October 2014): 3. http://dx.doi.org/10.1365/s11621-014-0394-3.

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Dunke, Michael. "Zehn Mythen über Mobile Marketing." Media Spectrum 32, no. 8-9 (September 2012): 32–33. http://dx.doi.org/10.1365/s35173-012-0353-8.

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Persaud, Ajax, and Irfan Azhar. "Innovative mobile marketing via smartphones." Marketing Intelligence & Planning 30, no. 4 (June 15, 2012): 418–43. http://dx.doi.org/10.1108/02634501211231883.

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郭, 鹏. "Research Review on Mobile Marketing." E-Commerce Letters 04, no. 02 (2015): 31–36. http://dx.doi.org/10.12677/ecl.2015.42005.

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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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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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Sear, David. "Decca tests contextual mobile marketing." Journal of Direct, Data and Digital Marketing Practice 15, no. 3 (January 2014): 226–28. http://dx.doi.org/10.1057/dddmp.2014.6.

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Hofacker, Charles F., Ko de Ruyter, Nicholas H. Lurie, Puneet Manchanda, and Jeff Donaldson. "Gamification and Mobile Marketing Effectiveness." Journal of Interactive Marketing 34 (May 2016): 25–36. http://dx.doi.org/10.1016/j.intmar.2016.03.001.

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Shankar, Venkatesh. "Mobile Marketing: The Way Forward." Journal of Interactive Marketing 34 (May 2016): 1–2. http://dx.doi.org/10.1016/j.intmar.2016.03.005.

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Çeltek, Evrim. "Mobile advergames in tourism marketing." Journal of Vacation Marketing 16, no. 4 (October 2010): 267–81. http://dx.doi.org/10.1177/1356766710380882.

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In recent years, the effectiveness of traditional communication techniques has been diminishing and marketers have sought more creative practices to attract consumers. One of these new marketing tools is the mobile advergame, which is seen as an attractive and new marketing communication vehicle that increases awareness. The term ‘advergame’ refers to games created by companies to promote their products or brand by combining ‘advertisement’, ‘computer games’ and ‘mobile phones’. The main purpose of this study was to provide an understanding of the qualities and potentials of the mobile advergame as an advertising and marketing tool for the tourism industry. The study had focused on the mobile advergame practices in the tourism industry with a content and SWOT analysis. The results showed that the games were successful in branding and city integration in game, but ineffective in viral marketing as very expensive devices are needed to play these games.

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Tapp, Alan. "Mobile Marketing – The Message Revolution." Journal of Database Marketing & Customer Strategy Management 11, no. 2 (December 2003): 183–84. http://dx.doi.org/10.1057/palgrave.dbm.3240218.

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Boysen, Yvette. "Develop Mobile Marketing Strategies Today." Nonprofit Communications Report 17, no. 3 (February 11, 2019): 7. http://dx.doi.org/10.1002/npcr.31148.

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Indrawati, Reni Sara, and Irwansyah Irwansyah. "Marketing Communication Discas Mobile Apps." Journal of Social Research 2, no. 2 (January 20, 2023): 610–15. http://dx.doi.org/10.55324/josr.v2i2.678.

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Communication, Technology, and Society have an effective role in building globalization. Marketing communications, emerging technologies, and intelligent societies present in globalization are making many impacts on the life of the world. Digital technology is able to make it easy for people to find information, find groups and provide responses widely and freely. A digital app on mobile called DisCas tries to differentiate it from other social pedia digital technologies. DisCas a start is growing for a noble cause. Starting from unrest in society when a problem arises, many opinions and misinformation are scattered and do not solve the problem. DisCas is here to fulfill an application called Social Pedia, a responsible opinion and provide appreciation in the form of buying and selling opinions, ideas, captions, images, photos, and videos. The research method uses interview techniques with CEH DisCas interviewees. The results of the discussion of marketing communications presented by DisCas rely on digital marketing, advertising in print and digital media, creative content through endorsers, and even asking me anything or AMA in a conversation about blockchain. The conclusion of this article states that Social Pedia has a good future and extraordinary achievement of social pedia that is packaged responsibly and easily benefits through image ideas, opinions, and works easily accessible to all levels of society in the world using mobile application technology.

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Nguyen, Ngoc, and Edyta Rudawska. "Integrated Cultural Theories on Mobile Marketing Acceptance: Literature Review." Central European Management Journal 30, no. 3 (September 15, 2022): 112–35. http://dx.doi.org/10.7206/cemj.2658-0845.84.

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Purpose: This article investigates trends in studies on the impact of cultural factors on mobile marketing acceptance. To that end, the article provides a literature review of technology acceptance models and cultural models used in research on mobile marketing. Design/method/approach: This study used qualitative methods to assess the situation of studying cultural factors in the context of mobile marketing acceptance. Various bibliographic sources were consulted, mainly from publications specializing in mobile marketing and cultural theories. These queries were primarily performed through Scopus, one of the main databases of indexed publications related to this topic. Findings: In the field of mobile marketing, interest in the impact of cultural factors on consumer behavior has steadily increased over the past decade. Furthermore, the research showed the role and impact of each cultural dimension on mobile marketing acceptance. Cultural differences lead to differences in consumer behavior toward mobile marketing. Originality/Value: This overview provides a comprehensive discussion and appraisal of cultural theories, a review of technology acceptance theories, and an analysis of previous cross-cultural studies on technology adoption.

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Manser Payne, Elizabeth, James W. Peltier, and Victor A. Barger. "Mobile banking and AI-enabled mobile banking." Journal of Research in Interactive Marketing 12, no. 3 (August 13, 2018): 328–46. http://dx.doi.org/10.1108/jrim-07-2018-0087.

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PurposeThe rapid growth of technology, including artificial intelligence (AI), in the banking industry has played a disrupting role in traditional banking channels. This study aims to investigate factors that influence the attitudes and perceptions of digital natives pertaining to mobile banking and comfort interacting with AI-enabled mobile banking activities.Design/methodology/approachData were collected from 218 digital natives. This paper uses multivariate regression and two separate multiple regression analyses to examine the differential effects of technology-based (i.e. attitudes toward AI, relative advantage, perceived trust and security in specific mobile banking activities) and non-technology based (i.e. need for service, quality of service) factors on mobile banking usage and AI-enabled mobile banking services.FindingsThis study identifies determining factors for mobile banking and AI-enabled mobile banking services. Results indicate a divide in how digital natives perceive relative advantage between our two dependent variables. Consistent with previous studies, the relative advantage construct has the most impact on mobile banking usage. However, relative advantage was not significant for AI-enabled mobile banking, suggesting an extra layer of complexity that goes beyond convenient fast banking.Research limitations/implicationsA limitation of this study is that it does not incorporate age groups outside of digital natives. Further research is needed to test for differential effects between age groups. In addition, the discovery of no significant impact of relative advantage on AI mobile banking warrants more research on the similarities and differences between mobile banking and AI-enabled mobile banking.Practical implicationsTo better appeal to digital natives, it is suggested that the banking industry emphasize mobile banking’s anywhere/anytime access to financial accounts, as this is important to college-age customers who may not live near their local banking institution. Moreover, the paper suggests that improvement to mobile banking features for one-on-one interpersonal contact with bank employees is needed.Originality/valueThis study addresses the gap in the understanding of how digital natives perceive mobile banking in comparison to AI-enabled mobile banking services.

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Jacob, Frank, and Katherina Bruns. "Vom Produkt-Marketing zum Marketing für Mobile-Use-Leistungen." Marketing Review St. Gallen 31, no. 5 (October 2014): 14–21. http://dx.doi.org/10.1365/s11621-014-0399-y.

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Setiowati, Rini, and Giuliano Octavianos. "Consumer Acceptance of Mobile Marketing: A Study of Three Generation Cohorts in Jakarta." Journal of Social Sciences Research, no. 61 (January 5, 2020): 21–26. http://dx.doi.org/10.32861/jssr.61.21.26.

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This research aims to examine the factors influencing mobile marketing acceptance in three generation cohorts in Jakarta, Indonesia, and to confirm the influence of risk acceptance and personal attachment as antecedent factors toward mobile marketing acceptance with the support of marketing-related mobile activities. This study employs Cronbach’s alpha to test reliability and confirmatory factor analysis (CFA) to test the validity of the questionnaire. Furthermore, this study used simple and multiple regression analysis and mediating analysis and analysis of variance (ANOVA) to examine whether there are any significant differences between three generation cohorts towards risk acceptance, personal attachment, and mobile marketing acceptance. The results show that risk acceptance and personal acceptance significantly affect mobile marketing-related activities, and mobile marketing-related activity has a significant influence toward mobile marketing acceptance. However, among all the variables, only mobile activity related to accessing content significantly mediates personal attachment to mobile marketing acceptance.

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Moser, Florian. "Mobile Banking." International Journal of Bank Marketing 33, no. 2 (April 7, 2015): 162–77. http://dx.doi.org/10.1108/ijbm-08-2013-0082.

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Purpose – Though Mobile Banking has raised high expectations in research and practice, it neither experienced broad adoption nor allows it banks to realize additional earnings yet. By analyzing the discourse in form of publications in research and practice as a proxy for the subsequent actual adoption, the purpose of this paper is to examine whether Mobile Banking is just a fashionable concept and whether academics or practitioners are leading the debate on Mobile Banking. Design/methodology/approach – On the basis of academic and practical Mobile Banking publications from the last 13 years, discourse analysis was applied to examine patterns in the Mobile Banking literature and thus debate in research and practice. Previous patterns have been extended to examine whether the Mobile Banking discourse has fashionable aspects indicating a transient hype or whether it indicates long-term institutionalization. By differentiating between academic and practical publications, the different roles have been analyzed. Findings – Mobile Banking discourse shows a positive trend indicating a broader adoption in nearer future which should encourage both researchers and practitioners to stay involved in the topic. Temporary developments and the emergence of technological innovations (e.g. Universal Mobile Telecommunications System, iPhone) created a fashionable hype around Mobile Banking showing that the acceptance is probably linked to developments like convenience, usefulness or availability. New phenomenon like social networks thus should be integrated in future considerations regarding Mobile Banking. Originality/value – First study about the fashionable aspect in Mobile Banking literature discourse. Combination of conceptual work, literature review and methodological approach in form of regression and pattern analysis. Applies the method of a former work and extends the methodology by the characteristics of fashionable innovations.

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Laukkanen, Tommi. "Mobile banking." International Journal of Bank Marketing 35, no. 7 (November 13, 2017): 1042–43. http://dx.doi.org/10.1108/ijbm-10-2017-0218.

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Nkpurukwe, Obabuike Ikeni, Emmanuel A. Amangala, and Andy Fred Wali. "Mobile Marketing Strategies and Customer Patronage of Mobile Telecommunication Services." International Journal of Marketing Research Innovation 4, no. 2 (August 17, 2020): 1–8. http://dx.doi.org/10.46281/ijmri.v4i2.714.

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This study empirically examines the relationship between mobile marketing strategies and customer patronage of mobile telecommunication services. The study applied a cross-sectional survey design in a structured questionnaire to collect data from 400 accessible telecom subscribers across the 4 major telecom operators which include; MTN, Glo, Aitel, and 9 Mobile. A total of 4 hypotheses were proposed and Spearman’s Rank Correlation Coefficient tool was employed with the help of SPSS version 21.0, in statistically testing them. Findings revealed a positive and significant relationship between the dimensions of mobile marketing strategies and measures of customer patronage. The study, therefore, concludes that mobile marketing is an effective tool in improving purchase intention and referral. Therefore, the research recommends that telecom operators who want to improve patronage of subscribers should adopt mobile websites and SMS marketing; as these tools have been further verified to have a huge capacity to enhance purchase intention and customer referral.

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Kiani, Zernigah Irshad. "FACTORS AFFECTING CONSUMERS’ ATTITUDE TOWARDS MOBILE MARKETING IN PAKISTAN." Jinnah Business Review 02, no. 02 (July 1, 2014): 21–31. http://dx.doi.org/10.53369/jiqr4908.

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The rapid change in technology and mobile phones has created new channels for marketing. Mobile marketing is an emerging marketing trend that has gained attention, and is becoming a popular direct marketing tool for marketers across the world. The Present research investigates factors affecting consumers’ attitude towards mobile marketing and explores the moderating role of permission based mobile marketing. The data was gathered by means of an adapted questionnaire from 123 respondents from the twin cities of Pakistan, Islamabad and Rawalpindi. Correlation and regression analysis were used to find out the relationship between the dependent variable of attitude towards mobile marketing and independent variables of perceived informativeness, entertainment, irritation and source credibility, and a moderating affect of permission-based mobile marketing was analyzed. The study findings indicate that consumers generally have positive attitude towards mobile marketing. Entertainment was found to be the most significant factor affecting consumers’ attitude followed by source credibility whereas permission-based mobile marketing did not moderate the relationship between irritation and attitude towards mobile marketing. Some of the managerial implications are that mobile marketing messages should be designed keeping in mind consumers’ preferences for the information content, entertainment as well as the source credibility. Timely and relevant information should be provided to generate more favorable attitudes. Moreover, consumers’ privacy concerns should be valued by companies practicing mobile marketing so that consumers show their willingness to provide companies with their mobile numbers and demographical data so that companies can send advertising messages with consumers’ prior permission.

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Malik, Yasmin. "Mobile marketing at Telenor Pakistan – a MAD strategy?" Emerald Emerging Markets Case Studies 2, no. 1 (March 9, 2012): 1–14. http://dx.doi.org/10.1108/20450621211214478.

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Subject area Mobile marketing. Study level/applicability MBA, marketing level consultants. Case overview This is the first documented study on the development of a mobile marketing eco-system in Pakistan. The focus of the case is Telenor Pakistan - the first local operator to implement a comprehensive mobile marketing strategy via opt-in based consumer profiling. By positioning itself as a “media company” in the mobile marketing value chain, Telenor Pakistan aims to both enable and drive the mobile marketing eco-system at a time when operators are suffering from a decline in average revenue per user and are endeavouring to put into place strategies that will open up revenue streams based on services other than voice. Expected learning outcomes To develop a comprehensive understanding of the drivers and restrainers that affect the mobile marketing eco-system in emerging markets; and to examine to what extent operator-driven mobile marketing can create synergies within the mobile marketing value chain. Supplementary materials Teaching notes.

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Lenders, Taryn J. "The Mobile Marketing Handbook: A Step‐by‐Step Guide to Creating Dynamic Mobile Marketing Campaigns." Journal of the Canadian Health Libraries Association / Journal de l'Association des bibliothèques de la santé du Canada 32, no. 1 (July 21, 2014): 35. http://dx.doi.org/10.5596/c11-005.

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Mohd Nazari Nazari, Norwani, Mohd Faiq Bin Abdul Fattah, Zalina Binti Zainuddin, and Haslina Binti. "The Attitude of Mobile Users on Mobile Marketing: Case Study on Fast Food Restaurant at Bukit Bintang." International Journal of Engineering & Technology 7, no. 3.30 (August 24, 2018): 48. http://dx.doi.org/10.14419/ijet.v7i3.30.18153.

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Mobile marketing is increasing popularity despite, it is not fully utilized in fast food restaurant. The objective of the study are, firstly to examine customer attitude toward mobile marketing, secondly to assess the perceptions that influence attitude towards mobile marketing, thirdly to identify significant relationship between attitude and mobile marketing promotional tools, and forth, to evaluate the effectiveness of mobile marketing as promotional tool. The study area is in Bukit Bintang, Kuala Lumpur conducted over sample of 384 respondents. Triangulation methodology of both qualitative and quantitative methods including survey questionnaire, field observation, telephone and face to face interview are used in this study. The finding shows there is favorable attitude towards mobile marketing in the customer population, gauging actual use of mobile marketing of fast food restaurant. The perceptions influencing the attitude are Perceived Usefulness (PU), Perceived Ease of Use (PEU) and Mobile Phone Self-Efficacy (MSE). The underlying motives influencing use of mobile marketing of fast food restaurant are Speed, Functionality, Customer Friendly and Hospitality. Ranges of promotional tools in mobile phone have significance relationship with attitude and effective to achieve marketing goal such as increase sales and market growth for fast food restaurant.

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Xu, Yan Yan, Yan Wu Zhao, Zheng Fang, and Yan Dong Ren. "Mobile Adverting: The New Promising Marketing Channel." Advanced Materials Research 774-776 (September 2013): 1987–90. http://dx.doi.org/10.4028/www.scientific.net/amr.774-776.1987.

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As the repaid development mobile phone and mobile internet, the mobile phone is considered as the import interface between brands and consumers by managers. Mobile advertising, Mobile advertising, which is defined as any form of marketing, advertising or sales promotion activity aimed at consumers and conducted over a mobile channel, is becoming the new promising marketing channel. Mobile advertising is getting more and more sophisticated. Thus, how to apply mobile advertising to increase advertising effect is an important challenge for CMOs. To help the CMO to understand the mobile advertising, this paper reviewed recent advances in mobile advertising researches.

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KIR, Burak, and Ä°pek ALTINBAÅžAK FARÄ°NA. "How to Increase the Participation of Customers to Location-Based Mobile Marketing: The Case of an Emerging Country Turkey." INTERNATIONAL JOURNAL OF MANAGEMENT & INFORMATION TECHNOLOGY 11, no. 5 (December 30, 2016): 3001–21. http://dx.doi.org/10.24297/ijmit.v11i5.4687.

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Location-based service is a rapidly growing mobile service group in the mobile technology world. Upon their permissions, location information of consumers can be used to provide them with marketing-related messages and information. However, certain factors have to be considered in order to increase consumersâ€™ willingness to participate in location-based marketing activities. In this article, those factors have been investigated in an merging country, namely Turkey.After a thorough literature review on mobile marketing, location-based mobile marketing and relevant areas topics discovered have been checked with mobile marketing professionals in Turkey through in-depth interviews. A model has been proposed covering factors that affect mobile marketing and a scale has been developed. Statistical analyses were performed using the data collected from 364 surveys. As a result, personal innovativeness, personalization, permission, perceived ease of use, mobile marketing experience, perceived usefulness and perceived trust have proven to have an effect on the intention of consumers to participate in location-based mobile marketing.

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Babicheva, О., and O. Havryliuk. "Using mobile applications as a marketing tool in agribusiness." Bioeconomics and agrarian business 2, no. 2019 (December 17, 2019): 5–13. http://dx.doi.org/10.31548/bioeconomy2019.01.005.

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Babicheva, О., and O. Havryliuk. "Using mobile applications as a marketing tool in agribusiness." Bioeconomics and agrarian business 10, no. 2 (December 17, 2019): 5–13. http://dx.doi.org/10.31548/bioeconomy2019.02.005.

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Gana, Matthew Attahiru, and Henry Diko Koce. "Mobile Marketing: The Influence of Trust and Privacy Concerns on Consumers’ Purchase Intention." International Journal of Marketing Studies 8, no. 2 (March 28, 2016): 121. http://dx.doi.org/10.5539/ijms.v8n2p121.

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<p>The rapid proliferation of mobile phones along with the consumers’ acceptance and usage has created new mobile marketing opportunities to business industry. These new technologies and communication devices emerged as new ways of conducting business known as mobile marketing. Mobile marketing allows consumers to access products and services conveniently. It has become new information and an important channel on how consumers gather, and exchange information that has created a huge potential marketing opportunities for business organizations. This development also offered marketers opportunity to promote their services and attract customers’ anytime and anywhere irrespective of distance. The adoption and effective usage have been hindered by issues that bothered on consumers’ trust and privacy concerns. The study found that consumer privacy risk positively influences mobile electronic marketing negatively. The study also found that consumers’ trust and privacy risk will reduce the perception of risks on intention to use mobile marketing as mobile tools. It was further noted that lack of trust was found to be the major hindering factor on mobile marketing applications. To enhance consumers’ trust and privacy concerns about the use of mobile marketing devices, this study suggests that personalization of services will strengthen mobile marketing among consumers’. The paper is structured into three parts: introduction, literature, a conclusion which entails marketing implications and further suggestion.</p>

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He, Junhong, Fu Li, Zhongxiang Li, and Hongxiu Liu. "The Effect of Mobile Marketing Design on Consumer Mobile Shopping." Complexity 2021 (April 14, 2021): 1–10. http://dx.doi.org/10.1155/2021/5571506.

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The rapid popularity of mobile shopping makes people’s lives more convenient, but it also makes it easier for customers to change providers. How to use marketing stimulus to retain customers has become an urgent concern for mobile sales companies. However, the theoretical researches in this field are not enough. For this reason, this study used the methods of literature review and structural equation to explore the effects of mobile marketing design factors on the continual intention of consumers in mobile shopping by using the S-O-R model and its extended theories. The conclusions of the research showed that interface quality of mobile sales terminal and integrity of mobile sales terminal had significant positive impacts on consumption emotion; sales promotion in mobile sales terminal had a significant positive impacts on continual intention of mobile shopping; consumption emotion had a significant positive effect on continual intention of consumers in mobile shopping; consumption emotion played a significant mediating role in the relationship between interface quality of mobile sales terminal and continual intention of mobile shopping and between integrity of mobile sales terminal and continual intention of mobile shopping. The conclusions could not only enrich the theories of mobile shopping behavior but also provide guidance for companies to carry out mobile marketing activities and allocate marketing resources rationally.

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Hsieh, Jung-Kuei. "The effects of transforming mobile services into mobile promotions." Journal of Business Research 121 (December 2020): 195–208. http://dx.doi.org/10.1016/j.jbusres.2020.08.033.

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Journal articles on the topic 'Mobile marketing'

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