Mobile marketing: A literature review on its value for consumers and retailers
The article describes the existing knowledge of how mobile marketing can increase the
value for consumers and retailers. Mobile device shop**, and consumers' use of mobile …
value for consumers and retailers. Mobile device shop**, and consumers' use of mobile …
Mobile marketing research: The-state-of-the-art
Rapid proliferation in the business potential of mobile marketing attracts researchers from
various fields to contribute to the growing body of knowledge on the phenomena. Although …
various fields to contribute to the growing body of knowledge on the phenomena. Although …
Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites
As more and more marketers incorporate social media as an integral part of the promotional
mix, rigorous investigation of the determinants that impact consumers' engagement in …
mix, rigorous investigation of the determinants that impact consumers' engagement in …
[LLIBRE][B] Qualitative research methods in public relations and marketing communications
C Daymon, I Holloway - 2010 - taylorfrancis.com
The second edition of this highly accessible, core textbook continues to offer students a
practical guide to the process of planning, undertaking and writing about qualitative …
practical guide to the process of planning, undertaking and writing about qualitative …
Determinants of consumer perceptions toward mobile advertising—a comparison between Japan and Austria
Mobile marketing provides an innovative channel for transmitting advertising messages to
customers via mobile devices. The growth of mobile advertising in recent years requires that …
customers via mobile devices. The growth of mobile advertising in recent years requires that …
Mobile advertising: The changing landscape of the advertising industry
As mobile technologies continued to advance, a new platform of advertising known as
mobile advertising (m-advertising) has emerged. This study explores factors that influence …
mobile advertising (m-advertising) has emerged. This study explores factors that influence …
A meta-analytic review of mobile advertising research
Adopting a meta-analysis approach, this study synthesises the quantitative literature on
mobile advertising and proposes a meta-analytic conceptual model that shows the …
mobile advertising and proposes a meta-analytic conceptual model that shows the …
Attitudes towards mobile advertising–A research to determine the differences between the attitudes of youth and adults
The aim of this study is to determine whether there is a difference between the attitudes of
youth and adults towards mobile advertising. As it is known, youth and adults are two quite …
youth and adults towards mobile advertising. As it is known, youth and adults are two quite …
Factors influencing consumer acceptance of mobile marketing: a two-country study of youth markets
F Sultan, AJ Rohm, T Gao - Journal of Interactive Marketing, 2009 - journals.sagepub.com
The purpose of this study is to examine factors affecting consumers' acceptance of mobile
marketing across two global markets. Drawing upon technology acceptance and uses and …
marketing across two global markets. Drawing upon technology acceptance and uses and …
An empirical analysis of location-based mobile advertising—Determinants, success factors, and moderating effects
The emergence of Location-Based Mobile Advertising (LBA) on mobile phones is a recent
phenomenon that has profoundly changed consumers' shop** behavior. In this context …
phenomenon that has profoundly changed consumers' shop** behavior. In this context …