Skip to main content
Fachgebiete
Automobil + Motoren Bauwesen + Immobilien Business IT + Informatik Elektrotechnik + Elektronik Energie + Nachhaltigkeit Finance + Banking Management + Führung Marketing + Vertrieb Maschinenbau + Werkstoffe Versicherung + Risiko
DE
EN
Themenseiten
Organisationspsychologie Projektmanagement Marketing Smart Manufacturing
Bücher
Zeitschriften
Weitere Formate
Podcasts Webinare Technik Webinare Wirtschaft Kongresse Veranstaltungskalender Awards
Jetzt Einzelzugang starten
Zugang für Unternehmen
Referenzkunden
MTZ-Fachkongress

Antriebe und Energiesysteme von morgen


Austausch von Automobil- und Energiewirtschaft

Am 14./15. Mai geht es in Chemnitz um die Mobilitätswende durch Elektro- und Wasserstofffahrzeuge.
Erweiterte Suche
Anmelden
nach oben
Erschienen in:
Online Consumer Behavior and Marketing Kapitel lesen Erstes Kapitel lesen

2016 | OriginalPaper | Buchkapitel

4. Effective Mobile Channel

verfasst von : Mahmud Akhter Shareef, Yogesh K. Dwivedi, Vinod Kumar

Erschienen in: Mobile Marketing Channel

Verlag: Springer International Publishing

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config
loading …

Abstract

In the twenty-first century, marketing managers are aware of launching mobile channels uniquely or in conjunction with another channel to gain the benefits of information and communication technology (ICT) in the marketing operation. They fully realize that without operating a mobile channel, a winning marketing strategy is rarely possible to achieve for a competitive advantage in the global arena. Many world leading companies like McDonald’s and Nike are now operating mobile channels for communicating with customers to maintain a dynamic customer relationship. However, only operating a mobile channel is not sufficient; finding a strategy to make this competitive and robust channel customer-focused and effective is the supreme challenge for present marketers.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 390 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Maschinenbau + Werkstoffe




 

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

Jetzt informieren
Vorheriges Kapitel Scope of Short Messaging Service as a Marketing Channel
Nächstes Kapitel Design of the Mobile Channel Structure
Literatur
Assaad, W., & Gomez, J. M. (2013). Social network in marketing (social media marketing) opportunities and risks. International Journal of Managing Public Sector Information and Communication Technologies 2(1). Retrieved February 7, 2013.
Bagozzi, R. P., Gürhan-Canli, Z., & Priester, J. R. (2002). The social psychology of consumer behavior. Buckingham, England: Open University Press.
Balan, C., & Zegreanu, M. P. (2012). Insights into the development of the market of mobile marketing services in Romania. The Amfiteatru Economic Journal, 14, 786–801.
Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Englewood Cliffs, NJ: Prentice-Hall.
Banyte, J., Gudonaviciene, R., & Grubys, D. (2011). Changes in marketing channels formation. Inzinerine Ekonomika-Engineering Economics, 22(3), 319–329.
Barnes, S. J., & Pressey, A. D. (2012). In search of the “meta-maven”: An examination of market maven behavior across real-life, web, and virtual world marketing channels. Psychology & Marketing, 29(3), 167–185.CrossRef
Baron, N. S., & Ling, R. (2007). Emerging patterns of American mobile phone use: Electronically mediated communication in transition. In G. Goggin & L. Hjorth (Eds.), Mobile media 2007: Proceedings of an international conference on social and cultural aspects of mobile phones, convergent media and wireless technologies (pp. 218–230). Sydney, NSW: University of Sydney.
Bass, F. M., Tigert, D. J., & Lonsdale, R. T. (1968). Market segmentation: Group versus individual behavior. Journal of Marketing Research, 5(3), 264–270.CrossRef
Bearden, W. O., & Etzel, M. (1982). Reference group influence on product and brand decisions. Journal of Consumer Research, 9, 183–194.CrossRef
Bernstein, F., Song, J.-S., & Zheng, X. (2008). Bricks-and-mortar vs. clicks-and-mortar: An equilibrium analysis. European Journal of Operational Research, 187(3), 671–690.CrossRef
Breuer, R., & Brettel, M. (2012). Short- and long-term effects of online advertising: Differences between new and existing customers. Journal of Interactive Marketing, 26(3), 155–166.CrossRef
Breuer, R., Brettel, M., & Engelen, A. (2011). Incorporating long-term effects in determining the effectiveness of different types of online advertising. Marketing Letters, 22(4), 327–340.CrossRef
Bucklin, L. P. (1966). A theory of distribution channel structure. Berkeley, CA: Institute of Business and Economic Research, University of California.
Burke, R. R. (2002). Technology and the customer interface: What consumers want in the physical and virtual store. Journal of the Academy of Marketing Science, 30, 411–432.CrossRef
Castells, M. (1996). The networked society. Oxford, England: Blackwell.
Chang, Y. M. (2013). Age matters: Short message service advertising reading behaviors. International Journal of Mobile Communications, 11(2), 159–175.CrossRef
Chang, C., & Huo, K. (2011). Mobile advertising: Triple-win for consumers, advertisers and telecom carriers. Workshop on Internet Advertising, Beijing, pp. 1–6.
Cheng, J. M. S., Blankson, C., Wang, E. S. T., & Chen, L. S. L. (2009). Consumer attitudes and interactive digital advertising. International Journal of Advertising, 28(3), 501–525.CrossRef
Connolly, D. J., Olsen, M. D., & Moore, R. G. (1998). The Internet as a distribution channel. The Cornell Hotel and Restaurant Administration Quarterly, 39(4), 42–54.CrossRef
Coughlan, A., Stern, L., & El-Ansary, A. (1996). Marketing channels (5th ed.). Englewood Cliffs, NJ: Prentice-Hall.
Cunningham, S., & Finn, M. (1996). Media theory and the internet. Media International Australia, 80, 84–92.
Danaher, P. J., & Rossiter, J. R. (2011). Comparing perceptions of marketing communication channels. European Journal of Marketing, 45(1–2), 6–42.CrossRef
Darley, W. K., Blankson, C., & Luethge, D. (2010). Toward an integrated framework for online consumer behavior and decision making process: A review. Psychology and Marketing, 27(2), 94–116.CrossRef
Dholakia, U. M., Kahn, B. E., Reeves, R., Reindfleisch, A., Stewart, D., & Taylor, E. (2010). Consumer behavior in a multichannel, multimedia retailing environment. Journal of Interactive Marketing, 24(2), 86–95.CrossRef
Drossos, D., Giaglis, G. M., Lekakos, G., Kokkinaki, F., & Stavraki, M. G. (2007). Determinants of effective SMS advertising: An experimental study. Journal of Interactive Advertising, 7(2), 16–27.CrossRef
Durkin, M. (2013). Tweet me cruel: Perspectives on battling digital marketing myopia. The Marketing Review, 13(1), 51–63.CrossRef
Engel, J., Kollat, D., & Blackwell, R. (1973). Consumer behavior. New York, NY: Holt, Rinehart, and Winston.
Folkes, V. (1988). Recent attribution research in consumer behavior: A review and new directions. Journal of Consumer Research, 14, 548–566.CrossRef
Gardan, D. A., Geangu, I. P., & Rosu, A. M. (2011). Marketing research regarding mobile marketing implications for Romanian services consumers. Proceeding of the 6th International Conference on Business Excellence, Vol. 1, October 14–15, Brasov, Romania.
Gold, J., Aitken, C. K., Dixon, H. G., Lim, M. S. C., Gouillou, M., Spelman, T., … Hellard, M. E. (2011). A randomized controlled trial using mobile advertising to promote safer sex and sun safety to young people. Health Education Research, 26(5), 782–794.
Grant, I., & O’Donohoe, S. (2007). Why young consumers are not open to mobile marketing communications. International Journal of Advertising, 26(2), 223–246.
He, D. H., Lu, Y. B., & IEEE. (2007). Consumers perceptions and acceptances towards mobile advertising: An empirical study in China. Proceeding of the 3rd international conference on wireless communications, networking and mobile computing (WiCOM 2007), Vols. 1–15, September 21–25, Shanghai, China.
Heim, P., Walter, E., & Reutterer, T. (2009). User acceptance of SMS-based advertising campaigns. Proceedings of the 6th International Conference on Partial Least Squares and Related Methods, September 4–7, Beijing, China.
Ho, L. H., Chung, C. W., Chen, H. T., & Lee, A. H. I. (2010). The effects of government SMS in Taiwan. International Journal of Technology Management, 51(1), 22–38.CrossRef
Hsu, C. L., Lu, H. P., & Hsu, H. H. (2007). Adoption of the mobile Internet: An empirical study of multimedia message service (MMS). Omega-International Journal of Management Science, 35(6), 715–726.CrossRef
Jarad, G. A. (2014). Marketing over social media networks. European Journal of Business and Management, 6(13), 114–118.
Jibril, T. A., Hoon, T. B., & Mohammed, S. (2014). Potentials of global networking in SMS technology: An example of Nigerian users. Online Journal of Communication and Media Technologies, 4(2), 51–72.
Konus, U., Verhoef, P. C., & Neslin, S. A. (2008). Multichannel shopper segments and their covariates. Journal of Retailing, 84(4), 398–413.CrossRef
Kuhnle, J. C., Caemmerer, B., & Mulki, J. (2012). The two minds of the buyer: The difference in expectations and perceptions towards sales personnel in turbulent market contexts. Journal of Customer Behaviour, 11(2), 167–179.CrossRef
LaRose, R., Mastro, D. A., & Eastin, M. S. (2001). Understanding Internet usage: A social cognitive approach to uses and gratifications. Social Science Computer Review, 19, 395–413.CrossRef
Leek, S., & Christodoulides, G. (2009). Next-generation mobile marketing: How young consumers react to bluetooth-enabled advertising. Journal of Advertising Research, 49(1), 44–53.CrossRef
Lieber, E., & Syverson, C. (2011). Online vs. offline competition. In M. Peitz & J. Waldfogel (Eds.), Oxford handbook for the digital economy (pp. 189–223). New York, NY: Oxford University Press.
Ling, R. (2005). The socio-linguistics of SMS: An analysis of SMS use by a random sample of Norwegians. In R. Ling & P. Pedersen (Eds.), Mobile communications: Re-negotiation of the social sphere (pp. 335–349). London, England: Springer.CrossRef
Liu, F., & Li, J. Y. (2009).Consumer evaluations of mobile advertising—A study on short-message-service advertisements. Proceeding of the 8th Wuhan International Conference on E-Business, May 30–31, Wuhan, China.
Lu, Y. B., Deng, Z. H., & Wang, B. (2010). Exploring factors affecting Chinese consumers’ usage of short message service for personal communication. Information Systems Journal, 20(2), 183–208.CrossRef
Mari, E. (2013). Understanding and predicting customer behaviour: Framework of value dimensions in mobile services. Journal of Customer Behaviour, 12(2-3), 135–158.
McDonald, J., & Dahlberg, J. (2010). US consumer attitudes toward and acceptance Of SMS mobile text advertising. Proceeding of the 4th International Technology, Education and Development Conference (INTED), March 8–10, Valencia, Spain.
Mohr, J. J., & Sohi, R. S. (1995). Communication flows in distribution channels: Impact on assessments of communication quality and satisfaction. Journal of Retailing, 71(4), 393–416.CrossRef
Moynihan, B., Kabadayi, S., & Kaiser, M. (2010). Consumer acceptance of SMS advertising: A study of American and Turkish consumers. International Journal of Mobile Communications, 8(4), 392–410.CrossRef
Muk, A. (2007). Consumers’ intentions to opt in to SMS advertising—A cross-national study of young Americans and Koreans. International Journal of Advertising, 26(2), 177–198.
Muthitacharoen, A., Gillenson, M. L., & Suwan, N. (2006). Segmenting online customers to manage business resources: A study of the impacts of sales channel strategies on consumer preferences. Information & Management, 43(5), 678–695.CrossRef
Okazaki, S., & Barwise, P. (2011). Has the time finally come for the medium of the future? Research on mobile advertising. Journal of Advertising Research, 51(1), 59–71.CrossRef
Phau, I., & Teah, T. (2009). Young consumers motives for using SMS and perceptions towards SMS advertising. Direct Marketing: An International Journal, 3(2), 97–108.CrossRef
Samaka, M., Fakhroo, A., Al-Omari, N., Moeinzadeh, Z., Al-Kubaisi, S., & Fakhri, H. (2009). Wireless application deploying cell broadcast, and bulk SMS/MMS. Proceeding of the 12th International-Business-Information-Management-Association Conference, June 29–30, Kuala Lumpur, Malaysia.
Saravanakumar, M., & Sugantha Lakshmi, T. (2012). Social media marketing. Life Science Journal—Acta Zhengzhou University Overseas Edition, 9(4), 4444–4451.
Shachaf, P., & Hara, N. (2007). Behavioural complexity theory of media selection: A proposed theory for global virtual teams. Journal of Information Science, 33(1), 63–74.CrossRef
Shareef, M. A., Dwivedi, Y. K., & Kumar, V. (Forthcoming). Exploring multichannel: Strategy and consumer behavior. The Marketing Review, 16(3), (To be published in 2016).
Shareef, M. A., Dwivedi, Y. K., & Rana, N. P. (2015). Consumer behaviour in the context of SMS-based marketing. The Marketing Review, 15(1), 135–160.CrossRef
Shareef, M. A., Kumar, V., Kumar, U., & Misra, S. C. (2008). The role of E-sellers’ overall reputation on trust formation, purchase intention and purchase satisfaction: A developing country perspective. International Journal of Electronic Marketing & Retailing, 2(2), 105–134.CrossRef
Shareef, M. A., Kumar, U., & Kumar, V. (2008). Role of different electronic-commerce (EC) quality factors on purchase decision: A developing country perspective. Journal of Electronic Commerce Research, 9(2), 92–113.
Sorce, P., Perotti, V., & Widrick, S. (2005). Attitude and age differences in online buying. International Journal of Retail & Distribution Management, 33(2), 122–133.CrossRef
Srisawatsakul, C., & Papasratorn, B. (2013). Factors affecting consumer acceptance mobile broadband services with add-on advertising: Thailand case study. Wireless Personal Communications, 69(3), 1055–1065.CrossRef
Stauss, B. (2000). Using new media for customer interaction: A challenge for relationship marketing. In T. Hennig-Thurau & U. Hansen (Eds.), Relationship marketing (pp. 233–253). Berlin, Germany: Springer.CrossRef
Tanner, J. F., & Raymond, M. A. (2011). Principles of marketing. Irvington, NY: Flat World Knowledge.
Varnali, K., Yilmaz, C., & Toker, A. (2012). Predictors of attitudinal and behavioral outcomes in mobile advertising: A field experiment. Electronic Commerce Research and Applications, 11(6), 570–581.CrossRef
Venkatesan, R., Kumar, V., & Ravishanker, N. (2007). Multichannel shopping: Causes and consequences. Journal of Marketing, 71(2), 114–132.CrossRef
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–578.
Verhagen, T., & van Dolen, W. (2009). Online purchase intentions: A multi-channel store image perspective. Information & Management, 46(2), 77–82.CrossRef
Verhoef, P. C., Neslin, S. A., & Vroomen, B. (2007). Multichannel customer management: Understanding the research-shopper phenomenon. International Journal of Research in Marketing, 24(2), 129–148.CrossRef
Weber, T. A., & Zheng, Z. (2007). A model of search intermediaries and paid referrals. Information Systems Research, 18(4), 414–436.CrossRef
White, P. (2010). Grabbing attention: The importance of modal density in advertising. Visual Communication, 9(4), 371–397.CrossRef
Xu, D. J. (2007). The influence of personalization in affecting consumer attitudes toward mobile advertising in China. The Journal of Computer Information Systems, 47(2), 9–19.
Zhang, R. J., & Li, X. Y. (2012). Research on consumers’ attitudes and acceptance intentions toward mobile marketing. In L. Hua (Ed.), 2012 International Conference on Management Science & Engineering, pp. 727–732.
Zhang, J., & Mao, E. (2008). Understanding the acceptance of mobile SMS advertising among young Chinese consumers. Psychology & Marketing, 25(8), 787–805.CrossRef
Metadaten
Titel
Effective Mobile Channel
verfasst von
Mahmud Akhter Shareef
Yogesh K. Dwivedi
Vinod Kumar
Copyright-Jahr
2016
Buch
Mobile Marketing Channel

Print ISBN: 978-3-319-31285-9

Electronic ISBN: 978-3-319-31287-3

Copyright-Jahr: 2016

DOI
https://doi.org/10.1007/978-3-319-31287-3_4

Premium Partner

    Bildnachweise