An Exploratory Investigation of Consumers' Perceptions of Wireless Advertising

Peters, Cara; Amato, Christie H.; Hollenbeck, Candice R.

doi:10.2753/joa0091-3367360410

Cited by 114 publications

(97 citation statements)

References 35 publications

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“…However the reviewed literature revealed less about how consumers use mobile media and channels, PC Internet and store network for shopping, and what value each type of channel in different shopping contexts delivered. Mobile channels may be preferred by consumers in certain shopping situations that create higher emotional values such as filling spare time (Peters et al, 2007), while being remote from a PC or in situations were a PC is unpractical to use, such as travelling, on coffee brakes; or while consuming traditional media (Peters et al, 2007). Other potential situations are when consumers are on the go and external stimuli are arousing interest for specific content, when close to and during store visits, or during product use.…”

Section: Discussionmentioning

confidence: 99%

“…The downsides of mobile push channels also limited communication frequency and choices of target groups to consumers with high brand awareness (Carroll et al, 2009), especially existing customers (Peters et al, 2007) permitting to receive mobile push advertising, and by assumption during campaign periods when brand awareness increase. Based on Kleinen et al (2009), mobile marketing also offered opportunities for retailers for segmentation and targeting of consumers instore and for post-purchase services, improving perceived value, and potentially retailers' outcome value based on Lee et al (2007).…”

Section: Discussionmentioning

confidence: 99%

“…Targeting mobile device shoppers require retailers to manage these consumers to opt-in to retailers mobile marketing from multiple contact points, due to the downsides of mobile push channels (Bauer et al, 2005, Carroll et al, 2009, Dickinger & Kleijnen, 2008, Peters et al, 2007, Tsang et al, 2004. The downsides of mobile push channels also limited communication frequency and choices of target groups to consumers with high brand awareness (Carroll et al, 2009), especially existing customers (Peters et al, 2007) permitting to receive mobile push advertising, and by assumption during campaign periods when brand awareness increase.…”

Section: Discussionmentioning

confidence: 99%

See 2 more Smart Citations

Mobile marketing: A literature review on its value for consumers and retailers

Ström

Vendel

Bredican

2014

Journal of Retailing and Consumer Services

179

117

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The article describes the existing knowledge of how mobile marketing can increase value for consumers and retailers. Mobile device shopping, and consumers' use of mobile devices while shopping is shown to be both an extension of consumers' shopping behaviours developed on Internetconnected desktop and laptop computers (PC), and potentially new behaviours based on a mobile devices' uniquely integrated features such as camera, scanners and GPS. The article focuses on how mobile marketing creates value for consumers and retailers, enabling more precise research and development of managerial concepts and tools while providing both managers and academics with increased understanding of mobile marketing and it's value outcomes for retailers. Keywords:Mobile marketing, integration, and value creation. 3 1.0 INTRODUCTION Mobile devices and mobile applications offer retailers more than just the opportunity to exploit a new channel to reach customers. Mobile devices offer opportunities to combine information search, phone functionality and interaction while shopping in-store or using a product. A mobile device is a constant companion to the consumer, a gateway to a relationship between the consumer and the retailer, making it an ideal supplementary channel for distance selling and physical retailing (Shankar, Venkatesh, Hofacker et al, 2010). An industry study showed that half of US mobile consumers The major impacts of the Internet on retailing are the reduced search costs for the consumer (Bakos, 1997, Lynch & Ariely, 2000, an increasing variety of products offered (Brynjolfsson, Hu & Smith, 2003) lower prices (Brynjolfsson & Smith, 2000), empowering consumers to make better choices for themselves, and increasing the relationship with the purchased brand after purchase (Edelman, 2010). As an example, Court, Elzinga, Mulder et al, (2009) found that 60% of consumers of facial skin care products conducted online research after purchase. But in purchasing situations when consumers want an experience, a product trial, in-store atmosphere, or interaction with a salesperson, the Internet distance selling falls short of expectations (Daugherty, Li & Biocca, 2008).In conceptual studies, the additional value created by mobile services for consumers derived from being accessible independent of time and place (Balasubramanian, Peterson & Jarvenpaa, 2002, 4 Chen & Nath, 2004), and being customized based on time, location and personal profile (Figge, 2004), self-ascribed roll categories (Professional (on duty), private (off duty)) and stance categories (busy, time on hand, waiting) (Dholakia & Dholakia, 2004). According to Kumar and Zahn (2003), the real business drivers for mobile technology were customer interaction and operational efficiency, potentially increasing retailer effectiveness and efficiency. Conceptual studies presented suggestions on mobile marketing value chains consisting of several activities performed by multiple actors (Barnes, 2002, Buellingen & Woerter, 2004, improving communication and sales (Mama...

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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

See 1 more Smart Citation

Mobile marketing: A literature review on its value for consumers and retailers

Ström

Vendel

Bredican

2014

Journal of Retailing and Consumer Services

179

117

View full text Add to dashboard Cite

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“…It is suggested that social media usage is motivated by socialization of "in-group" relationship building [27]. Thus, relationship building by maintaining ties with close friends and broadening social network lead to users' satisfaction with social networking [10].…”

Section: Uses and Gratifications Theorymentioning

confidence: 99%

Digital Fluency and Social Media Use: An Empirical Investigation of WeChat Use

Liu¹,

Yan

2018

Proceedings of the 51st Hawaii International Conference on System Sciences

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“…Lull (1980) proposed a classification of utilitarian and hedonic motivations in media use, distinguishing structural dimension (the use of a media to have information or entertainment), and relational dimension (use a media to facilitate relations or interpersonal communications). Although the theory had been conceived to explain the use of television and other old forms of media, in the late 1990s it had also been applied to Internet world (Eighmey, 1997;Eighmey & McCord, 1998;Stafford & Schkade, 2004), viral advertising (Rodgers & Thorson, 2000), mobile advertising (Peters, Amato, & Hollenbeck, 2007), and SNSs studies (Joinson, 2008).…”

Section: Strengths and Weaknesses Of Advertising In Snssmentioning

confidence: 99%

How Do Companies Achieve Their Marketing Goals With Social Networks?

Sansone¹,

Tartaglione

Bruni³

2012

CBR

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This work examines the role of social network sites as a tool used by companies to achieve marketing goals. As known from the main business literature, the social network represents one of the most important instrument to improve the company fame by strengthening the affection of customers to the brand. For this reason, some companies use these tools to build relations and contacts with customers all over the world. The population of social networks users is made, for the most parts, of youngsters (people belonging to the 13-30 years old cluster). In the last years, with the social web networking, social communication lost the exclusive social meaning and social network sites become strategic instruments for the construction of powerful relations that connect people with people and people with firms. This work is aimed at clarifying the genesis and the evolution of the relations between companies and potential customers, focusing on the tools used by the firm to achieve their marketing goals through social network sites (SNSs). First of all, the work proposes the recognition of some studies about the origin of web social network and their links with marketing strategies. Secondly, it considers marketing goals achieved from any companies through social networking with a particular focus on advertising through web social networking.

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An Exploratory Investigation of Consumers' Perceptions of Wireless Advertising

Cited by 114 publications

References 35 publications

Mobile marketing: A literature review on its value for consumers and retailers

Mobile marketing: A literature review on its value for consumers and retailers

Digital Fluency and Social Media Use: An Empirical Investigation of WeChat Use

How Do Companies Achieve Their Marketing Goals With Social Networks?

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