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Author: Thomas Wozniak
Publisher:
ISBN:
Category :
Languages : en
Pages : 347
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Book Description
Die vorliegende Arbeit untersucht den Einsatz von mobilen Apps für Smartphones im Mobile Marketing und die Akzeptanz solcher Apps durch Konsumenten. Als relevante Konzepte werden zunächst mobile Apps definiert und abgegrenzt sowie eine Typologie von Apps vorgeschlagen. Dann werden mobile Plattformen in technischer und ökonomischer Hinsicht diskutiert. Schliesslich wird die Rolle von Social Media für den Einsatz mobiler Apps im Mobile Marketing diskutiert, insbesondere im Hinblick auf Mundpropaganda. Der konzeptionelle Rahmen dieser Arbeit wird ergänzt durch die Diskussion des fünfstufigen Konsumentenentscheidungsprozesses und dessen Relevanz für Low- und High-Involvement-Produkte und schliesslich abgeschlossen durch die Diskussion des Konzepts Mobile Marketing und dessen Anwendung auf mobile Apps. Basierend auf einem zweistufigen Forschungsdesign werden der Einsatz von mobilen Apps durch Unternehmen in Fallstudien und die Akzeptanz von mobilen Apps durch Konsumenten in einer quantitativen Studie untersucht. Für die Untersuchung des Einsatzes von mobilen Apps durch Unternehmen werden jeweils drei Unternehmen von Low- und High-Involvement-Produkten herangezogen. Experteninterviews sind dafür eine zentrale Datenquelle. Eine systematische Literaturanalyse zur Konsumentenakzeptanz von Mobile Marketing liefert gemeinsam mit den Erkenntnissen aus der Fallstudienanalyse die Grundlage für ein konzeptionelles Modell, das die Konsumentenakzeptanz von mobilen Apps für Mobile Marketing-Zwecke zu erklären beabsichtigt. Dies beinhaltet die Erklärung der Intention der Nutzung von Apps sowie der Intention der Empfehlung von Apps. Zur Messung der latenten Variablen des Modells werden Skalen entwickelt. Mittels der Online-Fragebogensoftware Unipark wurde ein Datensatz von n=139 generiert. Mit diesem Datensatz wurde das konzeptionelle Modell empirisch getestet. Zur Implementierung eines entsprechenden Strukturgleichungsmodells wurde SPS.
Author: Thomas Wozniak
Publisher:
ISBN:
Category :
Languages : en
Pages : 347
Get Book Here
Book Description
Die vorliegende Arbeit untersucht den Einsatz von mobilen Apps für Smartphones im Mobile Marketing und die Akzeptanz solcher Apps durch Konsumenten. Als relevante Konzepte werden zunächst mobile Apps definiert und abgegrenzt sowie eine Typologie von Apps vorgeschlagen. Dann werden mobile Plattformen in technischer und ökonomischer Hinsicht diskutiert. Schliesslich wird die Rolle von Social Media für den Einsatz mobiler Apps im Mobile Marketing diskutiert, insbesondere im Hinblick auf Mundpropaganda. Der konzeptionelle Rahmen dieser Arbeit wird ergänzt durch die Diskussion des fünfstufigen Konsumentenentscheidungsprozesses und dessen Relevanz für Low- und High-Involvement-Produkte und schliesslich abgeschlossen durch die Diskussion des Konzepts Mobile Marketing und dessen Anwendung auf mobile Apps. Basierend auf einem zweistufigen Forschungsdesign werden der Einsatz von mobilen Apps durch Unternehmen in Fallstudien und die Akzeptanz von mobilen Apps durch Konsumenten in einer quantitativen Studie untersucht. Für die Untersuchung des Einsatzes von mobilen Apps durch Unternehmen werden jeweils drei Unternehmen von Low- und High-Involvement-Produkten herangezogen. Experteninterviews sind dafür eine zentrale Datenquelle. Eine systematische Literaturanalyse zur Konsumentenakzeptanz von Mobile Marketing liefert gemeinsam mit den Erkenntnissen aus der Fallstudienanalyse die Grundlage für ein konzeptionelles Modell, das die Konsumentenakzeptanz von mobilen Apps für Mobile Marketing-Zwecke zu erklären beabsichtigt. Dies beinhaltet die Erklärung der Intention der Nutzung von Apps sowie der Intention der Empfehlung von Apps. Zur Messung der latenten Variablen des Modells werden Skalen entwickelt. Mittels der Online-Fragebogensoftware Unipark wurde ein Datensatz von n=139 generiert. Mit diesem Datensatz wurde das konzeptionelle Modell empirisch getestet. Zur Implementierung eines entsprechenden Strukturgleichungsmodells wurde SPS.
Author: Rachel Pasqua
Publisher: John Wiley & Sons
ISBN: 1118462408
Category : Business & Economics
Languages : en
Pages : 384
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Book Description
A step-by-step guide to successful mobile marketing strategies Go from zero to sixty with this practical book that helps you craft and deploy mobile marketing strategies for everything from brand building to lead generation and sales. As part of the popular do-it-yourself, Hour A Day series, this new book is full of advice, practical tips, and step-by-step tactics you can put to use right away. Start leveraging location-based marketing via Foursquare and Yelp, see how to set up and manage mobile commerce, and try such technologies as QR codes, ambient communication (RFID and Bluetooth), mobile broadcasting, and more. Take action now and mobile-loving customers will soon find you, thanks to these successful ideas and strategies from expert mobile marketers, Rachel Pasqua and Noah Elkin. Shows you step by step how to develop, implement, and measure a successful mobile marketing strategy Pares down a complex process into approachable, bite-sized tasks you can tackle in an hour a day Covers vital mobile marketing weapons like messaging, mobile websites, apps, and mobile advertising to help you achieve your goals Gets you up to speed on location-based marketing via Foursquare and Yelp, using mobile commerce, and leveraging technologies such as as QR codes, ambient communication (RFID and Bluetooth), and mobile broadcasting Mobile Marketing: An Hour A Day is a must-have resource for marketers and advertisers who want a compelling mobile presence.
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: ZEYNEP AYDIN-GOKGOZ; M. BERK ATAMAN; GERRIT VAN BR.
Publisher:
ISBN: 9781638280996
Category : BUSINESS & ECONOMICS
Languages : en
Pages : 0
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Book Description
The Rise of Mobile Marketing: A Decade of Research in Review is structured around the pillars and the interactions identified within computer-mediated environments: consumer-to-firm, firm-to-consumer, consumer-to-consumer, and firm-to-firm. Mobile marketing papers are broadly classified under three main themes: (1) the transformation of consumer behavior enabled by the mobile shift in consumers' daily routines; (2) the mobile transformation of existing, and the emergence of new, businesses enabled by mobile platforms; and (3) the interaction and integration of the mobile channel with other channels. Section 2 outlines the approach in identifying the research papers that form the basis of this review and provides an overview of the evolution of mobile marketing research over the decade. Section 3 focuses on how mobile technology transforms consumers and their behavior, along with their interactions with other consumers. Section 4 outlines the transformation of traditional businesses and the emergence of new ones. Section 5 delves into how businesses interact with consumers, including the interaction of the mobile channel with traditional channel. Section 6 shows how consumers interact with businesses on the reverse side. The 'business-to-consumer interaction' in this monograph is structured around the 4P's of marketing within the mobile marketing mix. Specifically, mobile apps as stand-alone products and their pricing strategies are discussed in a separate Mobile Apps section. Attention turns to the mobile channel, reviewing the literature on a firm's decision to add the mobile channel to its mix of distribution channels, its integration with existing channels, and its impact on business outcomes. The authors conclude our review of how mobile reshapes business-to-consumer interactions with a discussion on the attitudes towards and the effect of mobile advertising, and the effectiveness of mobile promotions, placing special emphasis on location-based targeting. Last, we discuss the novel uses of mobile data (Section 7) and present avenues for future research (Section 8).
Author: Karen Mishra
Publisher: Business Expert Press
ISBN: 160649841X
Category : Business & Economics
Languages : en
Pages : 207
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Book Description
This book is for marketers (from newbies to CMO level) who want to learn why and how to use mobile marketing to engage and convert consumers. A Beginner’s Guide to Mobile Marketing will teach you about the exploding opportunities that mobile marketing offers and why it is so important to embrace it in your integrated marketing strategy. Cell phones are no longer just for calling people. Based on the latest trends in consumer behavior on mobiles, the authors introduce ways that marketers can use smartphone popularity to reach people with tactics like mobile apps, mobile web, social media, mobile advertising and more. Exercises are included to ensure that the reader understands the material as well as how to apply it in the real world.
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: Kelly E. Campbell
Publisher:
ISBN:
Category :
Languages : en
Pages : 39
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Book Description
Despite the promise of mobile advertising as an emerging marketing channel, the media has yet to gain adoption as a mainstream advertising source in the United States. Most studies support a positive relationship between contextual, permission-based mobile advertisements and consumer acceptance. However, little research has examined drivers of consumer acceptance from a social contract perspective. This study presents a model based on previous research regarding social contract theory and identifies key factors that may affect the mobile advertising social contract. The researchers posit that there are four attributes consumers consider when determining acceptance of mobile advertising: permission, trust, relevance, and context. Using a 2 x 2 x 2 x 2 full factorial design, the main effects and interactions of permission (granted, not granted) trust (high, low), relevance (relevant content, not relevant content) and context (present, absent) are measured. Understanding drivers of consumer acceptance of mobile advertising have both practical and academic applications. Consumers will benefit from receiving mobile advertisements that are perceived as personally valuable instead of intrusive; while the proposed model offers mobile marketing researchers a framework for future study.
Author: Asligul Aktas
Publisher: GRIN Verlag
ISBN: 3640626427
Category : Business & Economics
Languages : en
Pages : 73
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Book Description
Master's Thesis from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1.3, University of Applied Sciences Giessen, language: English, abstract: This study fundamentally attempts to investigate current mobile marketing and advertising market, to examine current mobile marketing applications and to analyze three selected Best Practices and the future development of mobile marketing. The study consists of five main sections. First section consists of two parts, namely Introduction and Problem Statement. Introduction part covers a brief presentation about the subject of the study and the research objectives. And Problem Statement part discusses the stimulating factors to apply this research. The next section, which is Background Information, discusses the structural frame and the distinctive aspects of Mobile Marketing, the factors influencing consumer attitude towards mobile marketing, as well as measurement fundamentals of mobile marketing campaigns. This is followed by an Analysis of Current Mobile Marketing Applications including three selected Best Practices. Subsequently, Future Development of Mobile Marketing section explores the anticipations of the way towards which Mobile Marketing progresses and how the mobile technologies shape the development. Too, Key Success Factors of Mobile Marketing are investigated in this section. Finally, the fifth section concludes with a discussion about key findings of the study. Limitations of the Research and Recommendations for Further Research are provided to highlight the study. The writer pays attention that the study comprises her own reflections and original contributions. Keywords: Mobile Advertising, Mobile Marketing Applications, Best Practices in Mobile Marketing, Key Success Factors of Mobile Marketing, Future Developments on Mobile Marketing
Author: James Seligman
Publisher: Lulu.com
ISBN: 0244863326
Category :
Languages : en
Pages : 110
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Book Description
Author: Valerie K. Jones
Publisher: Bloomsbury Publishing USA
ISBN: 1440833435
Category : Business & Economics
Languages : en
Pages : 845
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Book Description
The era of "big data" has revolutionized many industries—including advertising. This is a valuable resource that supplies current, authoritative, and inspiring information about—and examples of—current and forward-looking theories and practices in advertising. The New Advertising: Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era supplies a breadth of information on the theories and practices of new advertising, from its origins nearly a quarter of a century ago, through its evolution, to current uses with an eye to the future. Unlike most other books that focus on one niche topic, this two-volume set investigates the overall discipline of advertising in the modern context. It sheds light on significant areas of change against the backdrop of digital data collection and use. The key topics of branding, content, interaction, engagement, big data, and measurement are addressed from multiple perspectives. With contributions from experts in academia as well as the advertising and marketing industries, this unique set is an indispensable resource that is focused specifically on new approaches to and forms of advertising. Readers will gain an understanding of the distinct shifts that have taken place in advertising. They will be able to build their knowledge on frameworks for navigating and capitalizing on today's fragmented, consumer-focused, digital media landscape, and they will be prepared for what the future of advertising will likely bring.
