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Erschienen in:
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2013 | OriginalPaper | Buchkapitel

16. Towards a Better Understanding of Mobile Marketing: Theoretical Construction of Ubiquity

verfasst von : Shintaro Okazaki, Felipe Mendez

Erschienen in: Media and Convergence Management

Verlag: Springer Berlin Heidelberg

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Abstract

While ubiquity has often been pointed out as one of the most important benefits in mobile marketing, its formal conceptualization has seldom been undertaken. In this chapter, the construct of ubiquity in mobile marketing is theorized and empirically examined. Ubiquity is conceptualized as a multidimensional construct that consists of immediacy, speed, portability, mobility, reachability, searchability, simultaneity, and continuity. These dimensions have been identified through a series of focus group interviews. A student sample provides the first validation of the construct. In closing, research implications are discussed while important limitations are recognized.

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Vorheriges Kapitel Technology, Convergence, and the Internet of Things
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Metadaten
Titel
Towards a Better Understanding of Mobile Marketing: Theoretical Construction of Ubiquity
verfasst von
Shintaro Okazaki
Felipe Mendez
Copyright-Jahr
2013
Verlag
Springer Berlin Heidelberg
Buch
Media and Convergence Management

Print ISBN: 978-3-642-36162-3

Electronic ISBN: 978-3-642-36163-0

Copyright-Jahr: 2013

DOI
https://doi.org/10.1007/978-3-642-36163-0_16