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Book part
Publication date: 2 September 2014

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…

Abstract

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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Shopper Marketing and the Role of In-Store Marketing
Type: Book
ISBN: 978-1-78441-001-8

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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. 35 no. 5
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 11 June 2018

Esi Abbam Elliot, Benjamin Ngugi and Charles A. Malgwi

The purpose of this paper is to investigate how technological innovations mitigate inefficiencies in marketing channels in the context of microfinance markets in emerging…

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1060

Abstract

Purpose

The purpose of this paper is to investigate how technological innovations mitigate inefficiencies in marketing channels in the context of microfinance markets in emerging markets. By examining in detail, specific market inefficiencies that inhibit the efforts of micro and small enterprises to access microfinance in emerging markets and the use of technology to alleviate these failures, the authors bridge the literatures on marketing channel inefficiencies and technological innovation relevant to emerging markets.

Design/methodology/approach

The authors use a qualitative method in the form of phenomenological interviews and participant observation in Ghana, West Africa, to investigate the research question.

Findings

The three themes that arise from the findings are: channel structure and structure selection; power-dependence relationships and relational outcomes; and conflict mechanisms and control behaviors. Customerization of technology is observed to mitigate inefficiencies in mobile marketing channels by facilitating data sharing, reminders, peer referencing and other marketing strategies of awareness, affordability, access and scalability.

Research limitations/implications

The limitations of this study are the fact that the context of the study is only one emerging market country – Ghana. This market is however experiencing dynamic changes in mobile technology innovations that is revolutionizing the microfinance industry.

Practical implications

Mobile money innovations have advanced the scope of marketing channels to the point that an updated perspective of the role of mobile technology in mitigating marketing channels inefficiency is both appropriate and timely.

Originality/value

The authors make the contribution of customerization as an aspect of mobile technology that is a key enabler in microfinance marketing channels, serving to mitigate microfinance market inefficiencies. Additionally, the study augments theories on the marketing channels framework by contributing perspectives on mobile technology.

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Article
Publication date: 2 November 2010

Tao (Tony) Gao, Fareena Sultan and Andrew J. Rohm

The purpose of this paper is to examine factors affecting consumers' acceptance of mobile marketing in China.

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Abstract

Purpose

The purpose of this paper is to examine factors affecting consumers' acceptance of mobile marketing in China.

Design/methodology/approach

The authors draw on technology acceptance and uses and gratifications theories to develop a conceptual model of antecedent factors (including risk acceptance related to the mobile platform and personal attachment related to mobile devices) and marketing‐related and value‐based mobile activity related to the acceptance of mobile marketing practice. The conceptual model is tested using data collected among Chinese youth consumers.

Findings

The results confirm the importance of risk acceptance and personal attachment in influencing mobile marketing acceptance, and support the “priming” effect of regular mobile phone usage on orienting consumers toward accepting mobile marketing initiatives.

Research limitations/implications

The study is limited to a specific sample of youth consumers in China. The findings illustrate the role of antecedent factors – including personal attachment and risk acceptance – related to acceptance of mobile marketing in the Chinese market and they emphasize the role of marketing‐related and value‐based mobile activity in mediating the relationships between antecedent factors and mobile marketing acceptance.

Practical implications

The findings illustrate the importance of recognizing the drivers of, and obstacles to, mobile marketing acceptance. These factors included the likelihood of providing information, likelihood of accessing content, likelihood of sharing content, level of risk acceptance, and level of personal attachment to one's mobile phone.

Originality/value

The paper adds to the growing literature on Chinese youth consumers by examining their acceptance of mobile marketing. The study reveals several implications for theory and practice relating to the antecedents of mobile marketing acceptance among the youth consumer segment within China, a large and emerging market.

Details

Journal of Consumer Marketing, vol. 27 no. 7
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 15 June 2012

Ajax Persaud and Irfan Azhar

Smartphone adoption by consumers is increasing exponentially, and presents marketers with many new opportunites to reach and serve customers. However, are consumers ready…

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Abstract

Purpose

Smartphone adoption by consumers is increasing exponentially, and presents marketers with many new opportunites to reach and serve customers. However, are consumers ready for mobile marketing through their smartphones? This study aims to investigate consumers' willingness to accept marketing through their smartphones.

Design/methodology/approach

The study is based on an online survey of 428 respondents. The data is analyzed through ANOVA and regression analysis.

Findings

The results indicate that consumers' shopping style, brand trust, and value are key motivations for engaging in mobile marketing through their smartphones. Further research should focus on specific tactics marketers use to engage customers beyond marketing messages, that is, how they engage customers in dialogue to build relationships, encourage purchases and build loyalty. This could reveal how customers really want to engage in mobile marketing.

Research limitations/implications

This research adds to the growing body of evidence on acceptance of mobile marketing.

Practical implications

This study found that successful enagement of customers in mobile marketing requires that marketers focus their strategies and tactics around value creation; getting customers to engage with their brand in an authentic way; and respecting customers' shopping style, i.e. engaging customers the way they want to be engaged. Marketers must listen to their customers and develop appropriate strategies rather than simply adapting existing marketing strategies.

Originality/value

The topic of mobile marketing through smartphones is important to both marketing executives and marketing researchers. To date, this topic has attracted little research attention and marketing executives are simply basing their decsions on anecdotal case studies and reports in the popular press. This study contributes to fulfilling the need for research evidence.

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Marketing Intelligence & Planning, vol. 30 no. 4
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 3 April 2009

Chanaka Jayawardhena, Andreas Kuckertz, Heikki Karjaluoto and Teemu Kautonen

This paper's aim is to develop a conceptual model to examine the influence of four antecedent factors (personal trust, institutional trust, perceived control and…

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6281

Abstract

Purpose

This paper's aim is to develop a conceptual model to examine the influence of four antecedent factors (personal trust, institutional trust, perceived control and experience) on consumers' willingness to participate in permission‐based mobile marketing. The model is to be tested empirically across three European countries and gender.

Design/methodology/approach

Data are collected from surveys of consumers in Finland, Germany and the UK. The partial least squares (PLS) approach is utilised to test the model fit.

Findings

The main factor affecting the consumers' decision to participate in mobile marketing is institutional trust, which is a significant factor in all three countries and across gender. The influence of other antecedent factors are less pronounced. On the whole, it is found that the more experienced consumers become with mobile marketing, the less influence perceived control will have on permission. There are notable variations across gender, with perceived control being an important determinant of permission for men, while it is not so for women.

Research implications/limitations

The results indicate the relative importance of four antecedents in the likelihood of consumers giving their permission to companies to send mobile marketing messages.

Practical implications

As institutional trust is the most important determinant of permission based mobile marketing, mobile marketers should focus on building a strong and positive media presence and image, and thereby influence consumers' likelihood of giving permission to mobile‐based marketing.

Originality/value

This is the first international empirical investigation of the different antecedents of permission‐based mobile marketing.

Details

European Journal of Marketing, vol. 43 no. 3/4
Type: Research Article
ISSN: 0309-0566

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Abstract

Subject area

Mobile marketing.

Study level/applicability

MBA, marketing level consultants.

Case overview

This is the first documented study on the development of a mobile marketing eco-system in Pakistan. The focus of the case is Telenor Pakistan - the first local operator to implement a comprehensive mobile marketing strategy via opt-in based consumer profiling. By positioning itself as a “media company” in the mobile marketing value chain, Telenor Pakistan aims to both enable and drive the mobile marketing eco-system at a time when operators are suffering from a decline in average revenue per user and are endeavouring to put into place strategies that will open up revenue streams based on services other than voice.

Expected learning outcomes

To develop a comprehensive understanding of the drivers and restrainers that affect the mobile marketing eco-system in emerging markets; and to examine to what extent operator-driven mobile marketing can create synergies within the mobile marketing value chain.

Supplementary materials

Teaching notes.

Details

Emerald Emerging Markets Case Studies, vol. 2 no. 1
Type: Case Study
ISSN: 2045-0621

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Article
Publication date: 8 August 2016

Gyaneshwar Singh Kushwaha and Shiv Ratan Agrawal

The purpose of this paper is to examine customers’ behavioural outcomes based on the actual attitudinal responses of mobile marketing initiatives.

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4521

Abstract

Purpose

The purpose of this paper is to examine customers’ behavioural outcomes based on the actual attitudinal responses of mobile marketing initiatives.

Design/methodology/approach

A total of 764 usable responses was included through a non-probability convenient sampling method. The data used in the study gathered from mobile users of 37 cities from nine states across India. The analysis of moment structures 22.0 and SmartPLS 3.0 statistical programmes were used for measurement validation and to test the structural model.

Findings

The study indicated that mobile marketing had a more significant effect on customers’ negative attitudes and followed by on positive attitudes. Despite the strong significant effect on customers’ negative attitudes, it does not display more significant effect on negative behavioural outcomes. Finally, the study suggested that customers’ positive attitudes display more favourable behavioural outcomes of mobile marketing initiatives.

Practical implications

The paper would help the mobile marketers and advertisers to understand the impact of mobile marketing initiatives on customers’ attitudes and behavioural outcomes and how it can be managed to ensure the higher level of adoption and acceptance.

Originality/value

The results of the analysis indicated that when the users have favourable attitudes of mobile marketing initiatives, it can be highly effective in triggering of favourable behavioural outcomes.

Details

Journal of Research in Interactive Marketing, vol. 10 no. 3
Type: Research Article
ISSN: 2040-7122

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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: 1 January 2005

Jolita Kurtinaitienė

The main objectives of the paper are: to analyse marketing orientation application specifics in mobile telecommunication enterprises; and to develop and test an instrument…

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6003

Abstract

Purpose

The main objectives of the paper are: to analyse marketing orientation application specifics in mobile telecommunication enterprises; and to develop and test an instrument for measuring the level of marketing orientation in the enterprises of the mobile telecommunication industry.

Design/methodology/approach

The marketing orientation instrument was derived from systematic comparative analysis of the relevant marketing literature, supplemented by additional criteria relating to innovation and organizational learning. The empirical research method was expert assessment, conducted by means of online questionnaires. Correlation analysis and comparison with data from secondary sources were employed to test the validity of the procedure.

Findings

The empirical research findings confirmed positive relationships between marketing orientation, enterprise performance and learning orientation in the target industry, but not between marketing orientation and innovativeness.

Research limitations/implications

The paper reports a field study of marketing orientation in the mobile telecommunications industry in the 15 countries of the pre‐2004 European Union. After acceptance of the new members into the EU there is a need to investigate the marketing orientation of the mobile communication operators in the newly accepted EU countries.

Practical implications

The proposed marketing orientation instrument can be used to solve the issues of marketing orientation development. An enterprise is expected to achieve better performance results by improving operations related to each criterion of the measuring instrument, under conditions of constant monitoring and learning.

Originality/value

The proposed marketing orientation development instrument is supplemented with additional innovation and organizational learning criteria. The first empirical marketing orientation research was performed for mobile telecommunication enterprises in the EU and confirmed positive relations between the marketing orientation level and the performance results of the EU mobile telecommunication operators. This research presents the empirical evidence that marketing orientation positively correlates with the constant organization learning.

Details

Marketing Intelligence & Planning, vol. 23 no. 1
Type: Research Article
ISSN: 0263-4503

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