Perceived effectiveness of text vs. multimedia Location-Based Advertising messaging

Xu, Heng; Oh, Lih-Bin; Teo, Hock-Hai

doi:10.1504/ijmc.2009.022440

Cited by 192 publications

(166 citation statements)

References 59 publications

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“…Comparing MMS with SMS, multimedia appeared to have positive effects on informativeness and entertainment. But perceived irritation was higher for multimedia push advertising (MMS) because of distraction and cognitive overload (Xu et al, 2009), partly contradicting the results of Cheng et al (2009), who found MMS less irritating than SMS. Integration of SMS and multimedia pull advertising as mobile websites, seems like a straight forward approach to minimize consumer irritation of mobile pull advertising while combining multimedia effects on informativeness and entertainment.…”

Section: Perceived Sacrificesmentioning

confidence: 78%

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: Perceived Sacrificesmentioning

confidence: 78%

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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“…Features such as locationbased advertising are on the rise and advertisers have started adapting their ads to the digital users' behaviour (Xu, Oh, & Teo, 2009). Research regarding the various options for addressing users directly and via personalized approaches (Barnes & Hair, 2009) has paved the way for new advertising approaches.…”

Section: Expectations Of Advertisers' In a Digital Worldmentioning

confidence: 99%

Reinvention of Publishers’ Revenue Model—Expectations of Advertisers towards Publishers’ Products

Dennstedt

Koller

2017

MaC

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Publishers have to reconsider their revenue model. Facing a massive decline in the circulation of newspapers and magazines over the past years, publishers have lost not only readers but also many advertisers. Thus, publishers are faced with both changed customer expectations as well as difficulty in generating profit. Users are increasingly less willing to pay for digital products and their expectations of digital content have changed: They would like to contribute their own content as well as to comment or share with others. Furthermore, advertisers can choose from a greater variety of options for placing adverts, particularly on social media and other online platforms. Therefore, many publishers struggle with the questions: How to earn money? What is the revenue model of the new business model? In order to determine the implications for publishers' revenue models, we assume that advertising companies are going to play a prominent role in the new business model. Hence, this paper focuses on publishers' services for advertising companies and therefore the expectations of advertisers towards publishers' services. In particular, this preliminary qualitative study explores advertisers' marketing interests in communities of readers who simultaneously contribute to discussions. Therefore, (1) a pre-study was conducted followed by (2) qualitative interviews with managers from advertising companies in Germany. Our initial findings confirm that advertisers could play an important role in the revenue model of publishers if they meet the expectations of advertisers who expressed their interest in both, using communities for customer research as well as interacting with users directly. The results also identify other possible services that publishers could offer advertisers in conjunction with addressing communities of contributing readers.

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“…Lastly, it drives offline sales to increase brand loyalty and impulse purchases. [77]. The study conducted by Chang and Theng (2013) found that potential customer attitudes towards location-based services were negatively affected by irritation, which includes inappropriate information loading and timing.…”

Section: Types Of Location-based Service Applicationsmentioning

confidence: 99%