The literature on marketing to Hispanics and the use of mobile-based marketing methods continues to grow. However, to our knowledge, no research has been published on Hispanic use and acceptance of mobile marketing channels; this research addresses that gap. The study investigates various aspects of mobile channel services including advertising among Hispanic-Americans and non-Hispanic-Americans.
Mobile advertising that is targeted based on a consumers location can be effective particularly with customers who have a high level of interest in the type of product you are selling.
This study develops and empirically tests a framework for mobile social network service (SNS) advertising effectiveness. The study sets the advertising value, attitude towards advertising, and behavioural intentions as the key variables for the assessment of advertising effectiveness. Regarding antecedents of advertising effectiveness, the study identifies the salient attributes of mobile SNS advertising as social, mobile convenience, and active control; the main sub-values of mobile SNS advertising as informativeness, entertainment, and irritation.
The effects of product involvement and impulse buying on purchase intentions in mobile text advertising
The purpose of this article is to describe how consumers respond to SMS advertisements for different product categories. Simulated field experiment (N =736). The relationship between product involvement and purchase intention is moderated by impulse buying tendencies. While research in mobile advertising is abundant, limited attention has been paid to date to how consumers respond to mobile advertisements for different product categories and in which way impulsivity affects intentions to purchase.
Advertising tries to find its place in the new consumer-centered paradigm for media communication. Consumers no longer are a uniform group, passive and powerless. Mobile technology has set some specific conditions that determine this particular sender-receiver relationship. In this context, there is a need for evidence about the effectiveness of traditional advertising strategies in this rather new channel. This study explores the relationship between the relevance of rational or emotional mobile advertising contents and the product's target cognitive and affective attitude components.
The many sensors embedded in phones nowadays provide advanced sensing capabilities that make it possible to capture real-time information about the user and his surroundings. There are already examples of apps/services that use this information to provide highly useful and contextual advertisements to the users. However, users are still reluctant to share their personal data with advertisers due to their privacy implications (if misused). In this work, we provide protocols that allow users to store their sensor data on third party (untrusted) cloud servers.
The high penetration of cell phones in today's global environment offers a wide range of promising mobile marketing activities, including mobile viral marketing campaigns. However, the success of these campaigns, which remains unexplored, depends on the consumers' willingness to actively forward the advertisements that they receive to acquaintances, e.g., to make mobile referrals. Therefore, it is important to identify and understand the factors that influence consumer referral behavior via mobile devices.
US retailers have begun to utilize the Quick Response (QR) code in their transmission of mobile marketing communications. This research explores US consumers' adoption intentions towards the QR code in the retail environment by incorporating two theories - the technology acceptance model and uses and gratifications theory - and two consumer traits, consumer innovativeness and 'market mavenism'. The data was collected from 340 students attending a southwestern US university.
Astute observers of film and television dramas made during the last two decades can probably date them fairly precisely according to the number (and perhaps size) of mobile phones being used. Few consumer products have become as globally accepted and (for the most part) embraced as warmly in such a short period of time. Most consumers - not just teenagers and twenty-somethings - would not want to be without them. Only the most perversely stubborn Luddites would refuse to acknowledge that they are pretty useful.
The rapid proliferation of mobile technologies and mobile devices has resulted in an increase in the importance of mobile marketing and has captured the interest of academic researchers from a wide variety of disciplines. Due to its unique characteristics, mobile marketing is playing an increasingly significant role in marketing communication and Customer Relationship Management (CRM) efforts of organizations in various industries and professions.