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Author: Nauman Zaheer
Publisher:
ISBN:
Category :
Languages : en
Pages : 205
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Book Description
The world has witnessed a high level of mobile device penetration in people%s lives. This has not only created an opportunity for marketers to communicate with their customers but has also enabled companies to advertise their products and services in personalized way. Due to this, mobile advertising has got the attention of both marketers and researchers. However, marketers have been struggling to fully exploit the benefits of this medium, even though consumers spend a considerable amount of their time on mobile devices. Recently, researchers have conducted various studies into ways to assess and predict consumer attitudes towards mobile advertising, but there is still ambiguity in this area. This is particularly the case in Pakistan, where very little research has been conducted in the area of mobile advertising. The current thesis is targeted towards assessing consumer intentions to accept and use mobile advertising. This under-researched topic is still in its infancy and there are lots of opportunities to not only come up with new theories but also extend the existing ones. The current thesis attempts to extend the existing unified theory of acceptance and use of technology (UTAUT). To do this, a mixed methodological approach was adopted where both quantitative and qualitative analysis techniques were applied to the data in order to uncover crucial factors that can affect consumer intentions to accept and use mobile advertising. The goal of the current thesis is to bridge the knowledge gap by assessing consumer intentions and actual behaviour towards mobile advertising. The results highlight some of the crucial factors (such as effort expectancy, performance expectancy, perceived enjoyment, perceived irritation, and personalization) that can affect consumer intentions to accept and use mobile advertising. In addition to this, the results also highlight the relationship between consumer intentions to accept and use mobile advertising.
Author: Nauman Zaheer
Publisher:
ISBN:
Category :
Languages : en
Pages : 205
Get Book Here
Book Description
The world has witnessed a high level of mobile device penetration in people%s lives. This has not only created an opportunity for marketers to communicate with their customers but has also enabled companies to advertise their products and services in personalized way. Due to this, mobile advertising has got the attention of both marketers and researchers. However, marketers have been struggling to fully exploit the benefits of this medium, even though consumers spend a considerable amount of their time on mobile devices. Recently, researchers have conducted various studies into ways to assess and predict consumer attitudes towards mobile advertising, but there is still ambiguity in this area. This is particularly the case in Pakistan, where very little research has been conducted in the area of mobile advertising. The current thesis is targeted towards assessing consumer intentions to accept and use mobile advertising. This under-researched topic is still in its infancy and there are lots of opportunities to not only come up with new theories but also extend the existing ones. The current thesis attempts to extend the existing unified theory of acceptance and use of technology (UTAUT). To do this, a mixed methodological approach was adopted where both quantitative and qualitative analysis techniques were applied to the data in order to uncover crucial factors that can affect consumer intentions to accept and use mobile advertising. The goal of the current thesis is to bridge the knowledge gap by assessing consumer intentions and actual behaviour towards mobile advertising. The results highlight some of the crucial factors (such as effort expectancy, performance expectancy, perceived enjoyment, perceived irritation, and personalization) that can affect consumer intentions to accept and use mobile advertising. In addition to this, the results also highlight the relationship between consumer intentions to accept and use mobile advertising.
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: 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: 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: 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.
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: 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: Dhruv Grewal
Publisher: Emerald Group Pub Limited
ISBN: 9781784410018
Category : Business & Economics
Languages : en
Pages : 220
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Book Description
This volume of Review of Marketing Research (RMR) focuses on Shopper Marketing: Role of In-Store Marketing. The chapters draw from academic research as well as collaborations with major retailers and industry practitioners. Over the past several decades there has been research into how marketing actions influence how shoppers respond to offers. Yet, with the ever-shifting landscape due to influences such as mobile devices, the internet, and social media, there is an increasing need to understand how marketing actions influence shoppers in their path to purchase. Although there are many points along the path to purchase which are important to understand, this edition of RMR is devoted to the topic of in-store marketing actions to understand their impact on shopper reactions to offers. The chapters highlight new technologies (e.g., mobile, digital displays) and information aids (e.g., nutrition scores, floor signage) being used by leading retailers to influence the path to purchase. In addition, new research technologies (e.g., eye-tracking, heat maps, in-store experiments) and models that are being used to assess the effectiveness of the path to purchase tactics are discussed.
Author: Marié Hattingh
Publisher: Springer Nature
ISBN: 3030449998
Category : Computers
Languages : en
Pages : 611
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Book Description
This two-volume set constitutes the proceedings of the 19th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2020, held in Skukuza, South Africa, in April 2020.* The total of 80 full and 7 short papers presented in these volumes were carefully reviewed and selected from 191 submissions. The papers are organized in the following topical sections: Part I: block chain; fourth industrial revolution; eBusiness; business processes; big data and machine learning; and ICT and education Part II: eGovernment; eHealth; security; social media; knowledge and knowledge management; ICT and gender equality and development; information systems for governance; and user experience and usability *Due to the global COVID-19 pandemic and the consequential worldwide imposed travel restrictions and lockdown, the I3E 2020 conference event scheduled to take place in Skukuza, South Africa, was unfortunately cancelled.
