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Book part
Publication date: 19 September 2019

Unnati Narang and Venkatesh Shankar

Mobile marketing, the two- or multi-way communication and promotion of an offer between a firm and its customers using a mobile medium, device, platform, or technology…

Abstract

Mobile marketing, the two- or multi-way communication and promotion of an offer between a firm and its customers using a mobile medium, device, platform, or technology, has made rapid strides in the past several years. Mobile marketing has entered its second phase or Mobile Marketing 2.0. The surpassing of desktop by mobile devices in digital media consumption, diffusion of wearable devices among customers, and an overall integration and interconnectedness of devices characterize this phase. Against this backdrop, we present a synthesis of the most recent literature in mobile marketing. We discuss three key advances in mobile marketing research relating to mobile targeting, personalization, and mobile-led cross-channel effects. We outline emerging industry trends in mobile marketing, including mobile app monetization, augmented reality, data and privacy, wearable devices, driverless vehicles, the Internet of Things, and artificial intelligence. Within each extant and emerging area, we delineate the future research opportunities in mobile marketing. Finally, we discuss the impact of mobile marketing on customer, firm, and societal outcomes.

Details

Marketing in a Digital World
Type: Book
ISBN: 978-1-78756-339-1

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Article
Publication date: 26 October 2020

Xueting Dou, Alei Fan and Liping Cai

This paper aims to investigate how the contextual marketing strategy facilitated by mobile technology enhances consumers’ purchase intention and experiential quality in a…

Abstract

Purpose

This paper aims to investigate how the contextual marketing strategy facilitated by mobile technology enhances consumers’ purchase intention and experiential quality in a hedonic service setting – museum. Specifically, this study explores the impacts of a context-triggered push notification promoting context-related souvenirs embedded in the museum mobile app on visitors’ souvenir purchase intention and visit experience.

Design/methodology/approach

This study adopted a scenario-based experimental design with video stimuli and a follow-up survey questionnaire. A total of 151 participants were randomly assigned to one of the two art museum visiting scenarios (i.e. with vs without the in-app push notification). A series of one-way ANOVA comparisons and serial mediation tests were conducted for hypotheses testing.

Findings

The results show that the mobile app promoting context-related souvenirs positively affects museum visitors’ souvenir purchase intention without undermining their experiential quality. The serial mediation effects through contextual perceived value and impulse buying tendency further explain how the in-app push notification influences visitors’ souvenir purchase intention.

Originality/value

This study extends the contextual marketing research to a unique service domain (i.e. museum) and contributes to the service technology literature. The findings present empirical evidence for the effectiveness of mobile contextual marketing and its potential to enhance consumers’ experiential quality in a hedonic service setting. The current research provides practical guidelines to both the museum management and mobile app developers.

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Journal of Services Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 20 June 2020

Athanasios Patsiotis, Marwan Atik and Toula Perrea

This paper explores the potential impact of mobile marketing tools on consumer buying behaviour within the context of dining. The aim is to examine the influence of mobile

Abstract

Purpose

This paper explores the potential impact of mobile marketing tools on consumer buying behaviour within the context of dining. The aim is to examine the influence of mobile marketing tools through their different functions on the stages of the consumer buying process. The study addresses a lack of relevant research with evidence from both customer and supplier perspectives.

Design/methodology/approach

The mobile tools that are found useful for dining were considered in this study. Qualitative interviews with marketers and consumer opinion leaders were conducted, given the limited extant research.

Findings

The results reveal that mobile marketing tools influence consumers' decision-making differently and their effect varies according to the customer type. Additionally, it shows that loyalty has a direct influence on mobile marketing effectiveness, as the decision-making process of loyal customers is more affected by mobile marketing tools than the non-loyal customers.

Research limitations/implications

The limitations are mainly based on the qualitative nature of this study and are relevant to the research context. Further research could examine these findings in different service and geographical contexts.

Practical implications

Marketing activity through the smartphone should focus on loyal customers and opinion leaders with the use of appropriate mobile tools.

Originality/value

The study provides empirical evidence on the variable influence of mobile marketing tools on consumer decision-making and develops a conceptual framework. It is also found that loyalty is an important factor that positively affects smartphone tools adoption.

Details

International Journal of Retail & Distribution Management, vol. 48 no. 10
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 11 January 2021

Lova Rajaobelina, Sandrine Prom Tep, Manon Arcand and Line Ricard

This study aims to examine the relationships between brand attachment, mobile service quality (MSQ), and positive word-of-mouth (WOM) for mobile banking applications…

Abstract

Purpose

This study aims to examine the relationships between brand attachment, mobile service quality (MSQ), and positive word-of-mouth (WOM) for mobile banking applications (m-banking apps).

Design/methodology/approach

An online survey was conducted among 759 Canadian consumers who had used m-banking apps in the previous six months. To test the research hypotheses, a causal model using structural equation modeling was developed.

Findings

The results reveal that, in the m-banking context, brand attachment is associated with three MSQ dimensions – value-added features, security/privacy and interactivity – and positive WOM, with the usability dimension replacing interactivity in this case. Brand attachment is also associated with positive WOM.

Practical implications

To promote WOM, mobile banking managers should foster brand attachment and improve MSQ, mainly in terms of value-added features.

Originality/value

This is the first study to examine the relationships between brand attachment, mobile service quality and WOM in the context of m-banking apps. It also highlights the prominent role of value-added features available on m-banking apps to persuade customers.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 22 February 2013

Victoria Magrath and Helen McCormick

Whilst some may argue that e‐commerce design literature can be applied to the designing of mobile commerce channels, it is an assumption that may come at the expense of…

Abstract

Purpose

Whilst some may argue that e‐commerce design literature can be applied to the designing of mobile commerce channels, it is an assumption that may come at the expense of the retailer. The purpose of this paper is to identify which marketing design elements could be integrated within a retailer's mobile strategy and suggest the importance of empirical testing. An academic or practitioner must primarily understand the abundance of marketing tools that can be integrated into a mobile strategy before they can begin to investigate the consumer effects.

Design/methodology/approach

A literature review of online and mobile design elements is undertaken, in order to develop and illustrate a holistic framework of stimuli for commercial and academic appreciation. Although literature regarding the variety of marketing design elements online is profuse, a holistic framework currently does not exist, an absence that this paper fulfils.

Findings

The paper collates and identifies 18 individual marketing design stimuli classified within four stimulus categories relating to their purpose and form.

Originality/value

Literature concerning e‐commerce design and strategy is currently prevalent; however, due to the immaturity of mobile commerce, literature is deficient concerning the strategic design and implications of mobile applications. Although £68.2 billion was spent online in 2011, mobile commerce sales represented less than 5 per cent, highlighting an immediate requirement for research into how such sales could be improved.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 17 no. 1
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 12 February 2020

Eunyoung (Christine) Sung

This paper aims to investigate factors affecting the relationship between consumers’ brand trust and purchase intentions after exposure to targeted mobile app ads during…

Abstract

Purpose

This paper aims to investigate factors affecting the relationship between consumers’ brand trust and purchase intentions after exposure to targeted mobile app ads during holiday periods, including the mediating roles of consumers’ ad attitudes, different discount levels and their interactions; and the moderating roles of the anticipated gain (loss) (i.e. access to discounts) associated with mobile app usage (non-usage).

Design/methodology/approach

Data were collected from 559 respondents who were randomly assigned to six groups based on a 2 (ad type: new, holiday-themed vs regular product) × 3 (promotion level: 0% vs 20% vs 40%) between-subjects design. Regression analysis and structural equation modeling techniques are used to test the hypothesized mediators and moderators.

Findings

Consumers with high brand trust are likely to purchase both new and regular products. Consumers with low brand trust are most responsive to mobile app ads for regular products when offered a high discount. Ad attitudes across all discount rates and product types mediate the relationship between brand trust and purchase intentions; the anticipated gain associated with using a mobile app (i.e. access to discounts) moderates the effect of attitudes toward ads promoting regular products when a high discount is offered.

Originality/value

To the best of the author’s knowledge, this is one of the first studies to explore how interactions among important factors in contexts involving mobile apps and holiday promotions influence and mediate the relationship between brand trust and purchase intentions. This study also reveals an important boundary condition that moderates consumers’ responses to targeted mobile app ads in the context of holiday marketing.

Details

Journal of Consumer Marketing, vol. 37 no. 3
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 6 June 2016

Stephen Carter and Amy Chu-May Yeo

This qualitative, exploratory study uses constructs from the theory of planned behaviour (TPB) and construct variables from literature, as a basis to ascertain…

Abstract

Purpose

This qualitative, exploratory study uses constructs from the theory of planned behaviour (TPB) and construct variables from literature, as a basis to ascertain similarities and differences in the behaviour by business undergraduates (UGs) and postgraduates (PGs) of mobile apps and the purpose of this paper is to suggest implications for consumer behaviour theory and marketing practice for the two groups of students.

Design/methodology/approach

Literature informed us of the paucity of research on the relationship between behavioural theory and mobile apps usage in the Asia region. An exploratory and interpretivist approach, with thematic analysis, was employed to aid in data processing.

Findings

The investigative outcomes highlighted more similarities than dissimilarities in terms of perceived attitude (e.g. mood, ethical guilt, familiarity, addiction) and more differences in perceived subjective norms (e.g. family, friends, classmates and teammates) and perceived users’ behavioural control (e.g. promotional inducements, self-confidence) towards the usage of mobile apps exhibited by two different sets of data.

Research limitations/implications

Homogeneity of participants, small sample size and generalisability of results were the main concern, hence, it warrants further research. In addition a cross-cultural comparison would be beneficial which might generate more meaningful results.

Practical implications

The research, albeit exploratory, serves as a guide for marketers and apps content providers to focus on usability of features and functions of apps as well as credibility, social context, timing, location, excitement of advertisements and promotional messages especially when marketing to the 18-30-age group. The research also shows that practitioners should be nuanced in their appeals to UGs and PGs.

Originality/value

Despite the provision of numerous mobile apps, this study, using the constructs of the TPB as a basis, offers a new insight into the reasons for, and usage of, specific and top popular apps (e.g. FB, Whatsapps and WeChat) Malaysian students used which reflects a varied behavioural dimension as opposed to planned behaviour.

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Article
Publication date: 13 August 2019

Naser Valaei, S.R. Nikhashemi, Gregory Bressolles and Hwang Ha Jin

The purpose of this paper is to examine (a)symmetric features of task-technology-performance characteristics that are most relevant to fit, satisfaction and continuance…

Abstract

Purpose

The purpose of this paper is to examine (a)symmetric features of task-technology-performance characteristics that are most relevant to fit, satisfaction and continuance intention of using apps in mobile banking transactions.

Design/methodology/approach

Exploratory factor analysis was used with maximum likelihood extraction and Varimax rotation on a separate sample of 183 mobile banking apps users prior to the main data collection. The theoretical model was tested applying a factor-based structural equation modelling approach to a sample of 250 experienced mobile banking apps users.

Findings

The study unveiled that the task and performance characteristics are more relevant compared to technology characteristics when doing transactions via apps. In addition, the findings uncovered that user satisfaction and continuous intention to use apps stem from the degree of fit in online transactions. The findings of moderation analysis highlighted that users in the lower income group are more concerned about the performance characteristics of banking apps, and there are no differences across age and gender groups. Surprisingly, technology characteristic has a nonlinear nature and this study shows potential boundary conditions of technology characteristics in degree of fit, user satisfaction and continuance intention to use apps.

Practical implications

Findings from the conditional probabilistic queries reveal that with 83.3 per cent of probability, user satisfaction is high when using apps for banking transactions, if the levels of fit, task, performance and technology characteristics are high. Furthermore, with 72 per cent of probability, continuance intention to use apps is high, if the levels of performance and task characteristics are high.

Originality/value

Contributing to task-technology fit theory, this study shows that performance characteristics need to be aligned with task and technology characteristics in order to have better fit when using apps for online banking transactions.

Details

Journal of Enterprise Information Management, vol. 32 no. 5
Type: Research Article
ISSN: 1741-0398

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Article
Publication date: 3 April 2017

Jungmin Son

The purpose of this paper is to examine the dynamic effects of users’ initial experience and user attachment on downloading information-seeking (e.g. news, map, education…

Abstract

Purpose

The purpose of this paper is to examine the dynamic effects of users’ initial experience and user attachment on downloading information-seeking (e.g. news, map, education) and -sharing (e.g. messenger, chatting, social networks) applications.

Design/methodology/approach

From one of the largest application stores in South Korea, 225 applications were examined through analysis of 1.5 years of download records. Logistic regression and Bayesian models including time-varying coefficients were used.

Findings

Over time, the download patterns of users of the app market become dynamic. In the initial stage, users have a tendency to download apps of similar types. For example, users who initially download information-seeking applications continue to download these types of applications more frequently than information-sharing applications. In the later stage, however, users tend to download applications that accord with their attachment intensity. Users who want to share information with others are more likely to download information-sharing applications as compared to information-seeking ones. Finally, this tendency persists with the accumulation of more experience.

Research limitations/implications

This study applies existing models and theories from previous research to the app market, such as state dependence, intrinsic motivation, and time-varying coefficient models. However, this study focuses on information-seeking and -sharing applications. Therefore, further study is needed in order to extend the findings to other types of applications, including games, paid applications, and so on.

Practical implications

This study provides valuable information for marketing managers running application stores and app developers who want to maximize performance. In the initial stages when users download apps, app market managers must recommend apps with consideration of both the users’ attachment and their initial experience, but after app users have accumulated some experience, only user attachment should be considered as a criterion for recommendations.

Originality/value

This is a unique study in which users’ download behavior regarding information-seeking and -sharing applications is analyzed using long-term actual data.

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Article
Publication date: 27 August 2019

Morteza Hendijani Fard and Reza Marvi

In the preceding decades, due to the advancement of social media, traditional marketing has become less significant. Managers and entrepreneurs are seeking novel…

Abstract

Purpose

In the preceding decades, due to the advancement of social media, traditional marketing has become less significant. Managers and entrepreneurs are seeking novel, effective and efficient ways both for new and technological products/services. Drawing on the theory of reasoned action, information adoption model and technology acceptance model, the purpose of this paper is to examine the effect of viral marketing on purchase intentions of mobile applications users in Iran.

Design/methodology/approach

Statistical population includes those Iranian users who have used two social networks (Facebook, Instagram, Line, LinkedIn, Pinterest, Telegram, Twitter, Viber, WeChat and WhatsApp) at least. Invalid questionnaires are excluded and 624 are used for the data analysis. Structural equations modelling is used to test the proposed model.

Findings

The findings show that the most effective factor on apps perceived usefulness is argument quality of information, followed by source credibility and quantity of information. Perceived usefulness is also predicted by perceived ease of use through the indirect effect of argument quality. Furthermore, it is also found that purchase intention is affected by perceived ease of use, followed by perceived usefulness through attitude towards the purchase.

Research limitations/implications

This research is limited to the Iranian mobile apps market. Future studies on viral marketing in app markets should collect data from multiple industries and multiple countries in order to achieve a more comprehensive perspective on the effects and consequences of viral advertising. Furthermore, rather than social networks, similar research can be conducted on different communication channels of the internet such as blogs, e-mails, chat rooms, online communities, discussion boards, corporate websites, e-commerce and social commerce websites (e.g. Amazon). It is also suggested that the conceptual model of the research can be extended considering other useful factors on purchase intentions than attitude (e.g. subjective norms and perceived behavioural control). Furthermore, future research should consider the role of mobile apps features in forming purchase intentions.

Practical implications

For the firms that develop mobile applications (particularly in Iran’s app market), increasing sales requires exploiting social media viral marketing to effectively change potential customers’ perceptions about usefulness and ease of use of their products. The findings suggest that a viral marketing strategy should be developed with high argument quality, followed by high source credibility and a large amount of information on social media.

Originality/value

This is one of the earliest studies investigating the viral effects of social networks on purchase intention in the mobile applications context. Although very few papers practically recognised the impact of viral marketing on purchase intention, the effect of this concept on mobile applications purchase intention had remained unknown.

Details

International Journal of Emerging Markets, vol. 15 no. 2
Type: Research Article
ISSN: 1746-8809

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