Integrative perspective of mobile advertising for SMEs |
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Author: | Komulainen, Hanna1; Perttunen, Annu1; Ulkuniemi, Pauliina1 |
Organizations: |
1University of Oulu, Finland |
Format: | article |
Version: | accepted version |
Access: | open |
Online Access: | PDF Full Text (PDF, 0.5 MB) |
Persistent link: | http://urn.fi/urn:nbn:fi-fe2019101532873 |
Language: | English |
Published: |
IGI Global,
2019
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Publish Date: | 2019-10-15 |
Description: |
AbstractMobile advertising (m-advertising) is a subset of mobile marketing and refers to all forms of advertising via mobile phones or other mobile devices. M-advertising is becoming an important marketing channel for any type of company, notably for SMEs and small entrepreneurial start-ups and their media and communications portfolio. However, it is still unclear how to best use m-advertising for the benefit of both end-consumers and advertisers. This study explored a field experiment of new m-advertising system conducted in Finland and based on a qualitative explorative study of the critical value elements of m-advertising were identified. The findings show that the active participation of both the advertisers and end-consumers is a key determinant in making m-advertising a viable service; unless both advertiser and end-consumer actively engage in the co-creation of a m-advertising service, value creation will not reach its full potential. In addition, this study provides practical implications for the retailers on how to use m-advertising service successfully in their marketing. see all
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Series: |
Journal of media management and entrepreneurship |
ISSN: | 2577-5103 |
ISSN-E: | 2577-5111 |
ISSN-L: | 2577-5103 |
ISBN: | 978-1-5225-6360-0 |
Volume: | 1 |
Issue: | 2 |
Pages: | 48 - 61 |
DOI: | 10.4018/JMME.2019070104 |
OADOI: | https://oadoi.org/10.4018/JMME.2019070104 |
Type of Publication: |
A1 Journal article – refereed |
Field of Science: |
512 Business and management |
Subjects: | |
Copyright information: |
© 2019 IGI Global. |