Increasing Advertising Value of Mobile Marketing - An Empirical Study of Antecedents | IEEE Conference Publication | IEEE Xplore

Increasing Advertising Value of Mobile Marketing - An Empirical Study of Antecedents


Abstract:

Mobile marketing offers great opportunities for businesses. Marketing activities supported by mobile devices allow companies to directly communicate with their consumers ...Show More

Abstract:

Mobile marketing offers great opportunities for businesses. Marketing activities supported by mobile devices allow companies to directly communicate with their consumers without time or location barriers. Possibilities for marketers are numerous, but many aspects of mobile marketing still need further investigation. Especially, the topic of mobile advertising (m-advertising) is of major interest. M-advertising addresses consumers with individualized advertising messages via mobile devices. The underlying paper discusses the relevance of m-advertising and investigates how perceived advertising value of mobile marketing can be increased. The analysis is based on a study among consumers. All together a quota sample of 815 mobile phone users was interviewed. The results indicate that the message content is of greatest relevance for the perceived advertising value, while a high frequency of message exposure has a negative impact on it.
Date of Conference: 06-06 January 2005
Date Added to IEEE Xplore: 24 January 2005
Print ISBN:0-7695-2268-8
Print ISSN: 1530-1605
Conference Location: Big Island, HI, USA

References

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