Enhancing the Perceived Value of Mobile Marketing : a Romanian Case Study

• Autorzy: Patricia Zegrean , Dorel Paraschiv
• Języki publikacji: EN

Abstrakty

EN

The increasingly presence of mobile marketing and mobile advertising is attracting both customers and marketers to a new dimension of business communication. Even though the adoption rates are high, the value of mobile marketing from a customers' perspective is hard to specify, as it is dependent on the features of the mobile instrument, the predominant traits of the customer and their attitudes towards the advertised product or service. The purpose of this article is to establish how the value of mobile marketing services is perceived by users with different demographic characteristics. For this purpose, an online study was conducted with more than 500 participants. (original abstract)

Słowa kluczowe

EN

Mobile marketing; Consumer behaviour; Mobile technologies; Psychology of advertising; Value to customer

PL

Marketing mobilny; Zachowania konsumenta; Technologie mobilne; Psychologia reklamy; Wartość dla klienta

• Czasopismo: Economics & Sociology
• Rocznik: 2013
• Tom: 6
• Numer: nr 1
• Strony: 72--77

Twórcy

autor

Patricia Zegrean

• Bucharest University of Economic Studies

autor

Dorel Paraschiv

• Bucharest University of Economic Studies

Bibliografia

• Andrews, A. (2006), Operators relish future of mobile advertising, The Times (London), p. 61.
• Bauer, H.H., Reichardt, T., Exler, S., Tranka, E. (2007), Utility-based design of mobile ticketing applications - A conjoint-analytical approach, International Journal of Mobile Communication, 5(4), pp. 457-473.
• Bruner, G.C., Kumar, A. (2005), Explaining consumer acceptance of handheld Internet devices, Journal of Business Research, 58(5), pp. 553-558.
• Cleff, E.B. (2008), Regulating mobile advertising in the European Union and the United States, Computer Law & Security Report 24, pp. 421-436.
• Gummerus, J., Pihlström, M. (2011), Context and mobile services' value-in-use, Journal of Retailing and Consumer Services, 10.1016, p. 2.
• Karjaluoto, H., Lehto, H., Leppäniemi, M., Jayawardhena, C. (2008), Exploring gender influence on consumer's intention to engage permission-based mobile marketing, Electronic Markets, 18(3), p. 242.
• Kim, H., Chan, H.C., Gupta, S. (2007), Value-based adoption of mobile internet: An empirical investigation, Decision Support Systems, 43(1), pp. 111-126.
• Kim, D.J., Hwang, Y. (2006), A study of mobile internet usage from utilitarian and hedonic user tendency perspectives, Proceedings of the Twelfth American Conference on Information Systems.
• Kleijnen, M., Ruyter, K., Wetzels, M. (2007), An assessment of value creation on mobile service delivery and the moderating role of time consciousness, Journal of Retailing, 83(1), pp. 33-46.
• Mobile Marketing Association (2007), MMA Mobile Marketing Guide: Recognizing leadership and innovation, Mobile Marketing Association, Denver, C.O.
• Pihlström, M. (2007), Commited to content provider or mobile channel? Determinants of continuous mobile multimedia service use, Journal of Information Technology and Application, 9(1), pp. 1-24.
• Pura, M. (2005), Linking perceived value and loyalty in location-based mobile services, Managing Service Quality, 15(6), pp. 509-539.
• Roach, G. (2009), Consumer perceptions of mobile phone marketing: a direct marketing innovation, Direct Marketing: An International Journal, Vol. 3, No. 2, pp. 124-138, p. 129.
• Soroa-Koury, S., Yang, K.C.C. (2010), Factors affecting consumer's responses to mobile advertising from a social norm theoretical perspective, Telematics and Informatics 27, pp. 103-113.
• Tripathi, S. N., Mittal, M. (2008), Investigating the Impact of Mobile Marketing in the Current Indian Scenario and Porposing CUSTOMERIZATION as a Solution, 11th Annual Convention of the Strategic Management Forum, p. 11.
• Varnali, K., Toker, A. (2010), Mobile marketing research: The-state-of-the-art, International Journal of Information Management 30, pp. 144-151.
• Yang, K., Jolly, L.D. (2006), Value-added mobile data services: The antecedent effects of consumer value on using mobile data services, International Journal of Mobile Marketing, 1(2), pp. 11-17.
• Yang, K., Jolly, L.D. (2009), The effects of consumer perceived value and subjective norm on mobile data service adoption between American and Korean consumers, Journal of Retailing and Consumer Services 16, pp. 502-508.
• Zegreanu, P. (2012), Marketing Strategies in the Mobile Environment. Application and Applicability of Mobile Marketing on the Romanian Markets, PhD Thesis, Chapter 5.
• Zegreanu, P. (2012), Mobile marketing Strategies for Permission-based Communication. Insights into the consumer behavior of Romanian users, Contemporary Marketing Review, 2(5), pp. 1-10.
• Zegreanu, P., Nemoianu, E.L., Slăvescu, E. (2012), Society's Influence on the Acceptance of Mobile Advertising: An Exploratory Research on the Romanian Consumers, International Journal of Business and Commerce, 1(11), pp. 105-115.

Identyfikatory

DOI

10.14254/2071-789X.2013/6-1/6