Paper Info
Title
A Contribution to Theory Building for Mobile Marketing: Categorizing Mobile Marketing Campaigns through Case Study Research
Abstract
Marketing experts consider the mobile device as an extremely promising marketing tool as it supports them to cope with their major challenge: getting time and attention from customers. Current mobile marketing research mostly covers success factors and acceptance analysis. Categorization, when addressed, lacks in appropriate foundation and is not linked to objectives at all. In this article we examine 55 case studies in order to identify relevant characteristics of mobile marketing campaigns. The outcome of the paper is the derivation of four mobile marketing standard types and an examination of campaign objectives that can be addressed by mobile marketing. The proposed scheme allows to unambiguously characterize any given mobile marketing campaign and to identify the respective objectives.
Year
DOI
Venue
2006
10.1109/ICMB.2006.3
ICMB
Keywords
Field
DocType
electronic commerce,human factors,marketing data processing,mobile computing,mobile radio,acceptance analysis,mobile device,mobile marketing campaign,success factor
Marketing management,Marketing strategy,Mobile computing,Integrated marketing communications,Marketing research,Computer science,Knowledge management,Return on marketing investment,Digital marketing,Mobile marketing research,Marketing
Conference
ISBN
Citations 
PageRank 
0-7695-2595-4
10
1.56
References 
Authors
9
2
Name
Order
Citations
PageRank
Key Pousttchi141372.49
Dietmar G. Wiedemann211810.35