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1 – 10 of over 1000Unnati 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, has made…
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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.
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Alicia Baik, Rajkumar Venkatesan and Paul Farris
We review the implications of the mobile technology for different stages of the consumer path to purchase including awareness, search, evaluation, store visit, and product choice…
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We review the implications of the mobile technology for different stages of the consumer path to purchase including awareness, search, evaluation, store visit, and product choice. Real-time and location-specific access to information and products are identified as distinguishing characteristics of mobile devices. While the literature on digital marketing is well developed, knowledge of the effects on the consumer path to purchase in the presence of dynamic and location-specific information is still scarce. Path to purchase models need to recognize the central and powerful role of user-generated content. Better management of marketing resources would require models that connect investments in mobile marketing to sales, and also model the synergies among different digital and offline media. We conclude with a framework that connects mobile media impressions to product choice, in the presence of other marketing media, and consumer and firm feedback loops.
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Mohammad Hajarian, Mark Anthony Camilleri, Paloma Díaz and Ignacio Aedo
This chapter presents a systematic review of over 30 types of online marketing methods. It describes different methods like email marketing, social network marketing, in-game…
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This chapter presents a systematic review of over 30 types of online marketing methods. It describes different methods like email marketing, social network marketing, in-game marketing and augmented reality marketing, among other approaches. The researchers discuss that the rationale for using these online marketing strategies is to increase brand awareness, customer-centric marketing and consumer loyalty. They shed light on various personalization methods including recommendation systems and user-generated content in their taxonomy of online marketing terms. Hence, they explain how these online marketing methods are related to each other. The researchers contend that the boundaries between online marketing methods have not been clarified enough within the academic literature. Therefore, this chapter provides a better understanding of different online marketing methods. A review of the literature suggests that the “oldest” online marketing methods including the email and the websites are still very relevant for today’s corporate communication. In conclusion, the researchers put forward their recommendations for future research about contemporary online marketing methods.
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The dominant worldview among marketers is one of technology optimism, which holds that technological advances influence consumers and businesses in positive ways. In direct…
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The dominant worldview among marketers is one of technology optimism, which holds that technological advances influence consumers and businesses in positive ways. In direct contrast to this perspective, I advance the thesis that at the organizational frontlines where marketers interact with consumers by observing, informing, persuading, negotiating and co-creating with, and entertaining them, technology commonly produces unforeseen and unexpected effects on consumers with significant negative implications for marketers. The result is Adverse Technology-Consumer Interactions (ATCIs). Marketing practitioners play an instrumental role in producing and exacerbating ATCIs. Yet, I argue they have few incentives to fully investigate the underlying reasons, understand their scope, or find solutions to these potentially troublesome phenomena. Academic researchers, however, are uniquely poised to identify ATCIs, investigate them in depth by considering their industry-wide and society-wide import, develop appropriate theoretical frameworks, and design and test solutions to alleviate their effects. I develop these ideas by considering two ATCIs, falling response rates to customer surveys and customer reactance to frequent price changes. I also point out promising research opportunities for both these phenomena.
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Randall Boone and Kyle Higgins
Accessibility design over the past several years has focused much of its attention on the development of a universal standard or a set of guidelines for delivering a diverse array…
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Accessibility design over the past several years has focused much of its attention on the development of a universal standard or a set of guidelines for delivering a diverse array of both content and instructional processes. Universal design for learning (UDL), for example, promotes providing multiple means of (a) representation, (b) action and expression, and (c) engagement for learners who have a wide range of disabilities as well as their typical peers. And while each instructional design element that represents a means of providing the differentiation required by the principle generally has a strong evidence-based support individually, it is difficult to assess any one of them within the larger ULD “multiple means” milieu of options. It is especially difficult to do this in regard to learners associated with any particular disability category. When it comes to targeted instruction, learner characteristics matter. It follows then that when it comes to developing an instructional design, that the learning characteristics of a targeted population be first and foremost considered as the point of departure in the design and development process. This chapter considers a wide range of instructional targets within the context of specific disability groups with a focus on learning goals, instructional design supports for those goals, and underlying cognitive processes that may help clarify the goals themselves as well as the instructional supports to achieve those goals.
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Şahnaz Ekşioğlu and Tülin Ural
Purpose: The main purpose of this study is to test the effect of consumers’ readiness level to use new technology on their intention to use mobile payment applications based on…
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Purpose: The main purpose of this study is to test the effect of consumers’ readiness level to use new technology on their intention to use mobile payment applications based on the technology readiness and acceptance model (TRAM). In detail, it examines how the dimensions of TR as ‘optimism, innovativeness, discomfort, and insecurity’ affect consumers’ intention to utilise mobile payment applications. Moreover, the effect of the technology-accepting behaviour measured by two major factors as ‘perceived usefulness’ and ‘perceived ease of use’ on the intention to use mobile payment applications is also examined.
Need for the study: The existence of a mobile system alone is not enough to attract consumers with no user experience to these applications. The user-centred attribute in the usage of these applications, which involves the influence of technology readiness (TR), has been largely ignored especially in developing countries. By focussing on this area, it is expected to fill the gap that has not been sufficiently handled in the developing country settings and, particularly in Turkey.
Methodology: The study population consists of the consumers who live in İstanbul who is aged 18 and over and use mobile payment technology at least once. After collecting data, confirmatory factor analysis was applied to validate the measurement model. Afterward, the structural model was tested by the Maximum Likelihood-MI estimation method, and the bootstrap samples were stated as 5,000.
Findings: When the results of the study are examined, it is seen that optimism has a significant influence on the perceived usefulness and perceived ease of use dimensions of the technology acceptance model, while innovativeness is significant only on the perceived ease of use. This study results also show that discomfort and insecurity don’t significantly influence the perception of usefulness and easy-to-use mobile payment applications as perceived by individuals. Perceived ease of use is to positively affect the perceived usefulness. Additionally, the perceived ease of use and the perceived usefulness are strong predictors of intention to use mobile payment applications.
Practical implications: Findings of this study demonstrate the validity of the technology readiness and acceptance model for explaining the intention of using mobile payment applications in Turkey. To improve consumers’ intent in the usage of m-payment apps, their level of technological readiness towards technology should be determined and the factors that affect the formation of insecurity and discomfort attitudes of individuals should be emphasised.
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Beyza Gultekin and Sabri Erdem
This study explores the importance of application search engine (ASE) technology in the omni-channel strategy. For this purpose, this chapter firstly explains the concepts of the…
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This study explores the importance of application search engine (ASE) technology in the omni-channel strategy. For this purpose, this chapter firstly explains the concepts of the omni-channel and the search engines and the importance of them. Then, omni-channel in the framework of ASEs is discussed. Finally, recommendations for further researches are presented.
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