University of Oulu

Komulainen, H., Perttunen, A., & Ulkuniemi, P. (2019). An Integrative Perspective of Mobile Advertising for SMEs. Journal of Media Management and Entrepreneurship (JMME), 1(2), 48-61. doi:10.4018/JMME.2019070104

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)
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Language: English
Published: IGI Global, 2019
Publish Date: 2019-10-15


Mobile 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.

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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
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Copyright information: © 2019 IGI Global.