Factors Affecting the Adoption of Location-based Mobile Advertising PDF Download
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Author: Francesca Sibbald
Publisher:
ISBN:
Category : Consumer behavior
Languages : en
Pages :
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Book Description
Author: Francesca Sibbald
Publisher:
ISBN:
Category : Consumer behavior
Languages : en
Pages :
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Book Description
Author: Shelly Rodgers
Publisher: Taylor & Francis
ISBN: 1317225465
Category : Business & Economics
Languages : en
Pages : 466
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Book Description
Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.
Author: Pousttchi, Key
Publisher: IGI Global
ISBN: 1605660752
Category : Computers
Languages : en
Pages : 582
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Book Description
"This book provides a compelling collection of innovative mobile marketing thoughts and practices"--Provided by publisher.
Author: Lee, In
Publisher: IGI Global
ISBN: 1466619406
Category : Technology & Engineering
Languages : en
Pages : 449
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Book Description
As business paradigm shifts from a desktop-centric environment to a data-centric mobile environment, mobile services provide numerous new business opportunities, and in some cases, challenge some of the basic premises of existing business models. Strategy, Adoption, and Competitive Advantage of Mobile Services in the Global Economy seeks to foster a scientific understanding of mobile services, provide a timely publication of current research efforts, and forecast future trends in the mobile services industry. This book is an ideal resource for academics, researchers, government policymakers, as well as corporate managers looking to enhance their competitive edge in or understanding of mobile services.
Author: Sharma, Sushil K.
Publisher: IGI Global
ISBN: 146660042X
Category : Social Science
Languages : en
Pages : 343
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Book Description
"This book reviews the impact technology has had on individuals and organizations whose access to media and resources is otherwise limited including topics such as electronic voting, electronic delivery systems, social Web applications, and online educational environments"--Provided by publisher.
Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337
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Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author: Jeanne Hopkins
Publisher: John Wiley & Sons
ISBN: 1118239547
Category : Business & Economics
Languages : en
Pages : 260
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Book Description
Set-up, run, and measure successful mobile media marketing campaigns Go Mobile is packed with tools, tips, and techniques that will help readers set-up, launch, run, and measure mobile media campaigns. This book will help readers understand the different mobile media platforms, learn how to us SMS for business, incorporate 2D and QR Codes into their campaigns, develop mobile websites and mobile apps, see case studies, and much more. Go Mobile offers practical, step-by-step guidance for implementing a mobile marketing campaign. Readers will learn how to: Use location-based marketing to get new customers and keep existing ones Integrate social media with your mobile media campaign Use mobile E-commerce to improve brand loyalty Measure the ROI of a mobile media campaign Develop mobile media business models you can use to grow revenues With these effective, efficient, and integrated mobile marketing campaigns, business owners and marketers will garner enviable response rates and watch their revenue grow more rapidly than ever before.
Author: Jong Hyuok Jung
Publisher:
ISBN:
Category :
Languages : en
Pages : 236
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Book Description
The primary objective of this study is to provide a comprehensive understanding of consumers' acceptance of mobile advertising. Specifically, this research explored how the persuasive communication process works via mobile advertising. In order to accomplish this research objective, the relationships among various factors identified from earlier studies were tested. Based on previous literature regarding consumer attitudes, media use, and innovation adoption, a conceptual framework was developed to understand consumer acceptance of mobile advertising. For this reason, the current study employed an online survey with 514 online participants. The results suggest that consumers' attitudes toward mobile advertising are closely related with all three factors used in this study (e.g., mobile device, message, consumer factors). Furthermore, consumers' attitudes toward mobile advertising are strongly influenced by message factors (e.g. entertainment, credibility, irritation, message interactivity) and consumer factors (e.g. social influence, compatibility). Thus, careful considerations in message strategy and thoughtful consumer research are needed to increase the effectiveness of mobile advertising. Additionally, the sizable and significant impact of consumer attitude on behavioral intention further supports findings from previous research.
Author: Aijaz A. Shaikh
Publisher: Routledge
ISBN: 1351174444
Category : Business & Economics
Languages : en
Pages : 286
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Book Description
Mobile financial services (MFS) are of major interest and importance to both researchers and practitioners. The role played by nonbanking actors including telecoms and FinTech firms as well as other participants, such as PayPal and Amazon, in developing and deploying innovative financial and payment services is undeniable. Peer2peer (P2P) payments from nonbank services are becoming increasingly commonplace and will shortly be codified by EC (EU?) regulations requiring banks to provide access to consumer data for third-party app developers and service providers. Three major mobile financial systems—mobile banking, mobile payments, and branchless banking—currently dominate the electronic retail banking sector. Although interconnected and interrelated, their business models, regulatory frameworks, and target markets are distinct. This book provides a unified perspective on MFS and discusses its evolution, growth, and future, as well as identifying the frameworks, stakeholders, and technologies used in financial information systems in general and MFS in particular. Academics and researchers in digital and financial marketing will find this book an invaluable resource, as will bank executives, regulators, policy makers, FinTech professionals, and anyone interested in how mobile technology, social media and financial services will increasingly intersect.
Author: Shelly Rodgers
Publisher: Routledge
ISBN: 1351208292
Category : Business & Economics
Languages : en
Pages : 548
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Book Description
Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory. Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory—and across advertising contexts—both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.
