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Personalized mobile advertising: Its key attributes, trends, and social impact

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Abstract

Advertising media are a means of communication that creates different marketing and communication results among consumers. Over the years, newspaper, magazine, TV, and radio have provided a one-way media where information is broadcast and communicated. Due to the widespread application of the Internet, advertising has entered into an interactive communications mode. In the advent of 3G broadband mobile communication systems and smartphone devices, consumers' preferences can be pre-identified and advertising messages can therefore be delivered to consumers in a multimedia format at the right time and at the right place with the right message. In light of this new advertisement possibility, designing personalized mobile advertising to meet consumers' needs becomes an important issue. This research uses the fuzzy Delphi method to identify the key personalized attributes in a personalized mobile advertising message for different products. Results of the study identify six important design attributes for personalized advertisements: price, preference, promotion, interest, brand, and type of mobile device. As personalized mobile advertising becomes more integrated in people's daily activities, its pros and cons and social impact are also discussed. The research result can serve as a guideline for the key parties in mobile marketing industry to facilitate the development of the industry and ensure that advertising resources are properly used.

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... As a result, mobile advertisers should take into account when designing advertising messages that meet customer's need. Chen & Hsieh (2012) suggest that the effectiveness of advertising mainly depends on whether it is personalized and qualified or not since personalization will tailor advertising to be better fit with user's oneself and this will lead to higher flow experience. Researches on mobile devices have been extensively and thoroughly analyzed across markets, such as: Korea (Kim & Han, 2014), China (Gao, Waechter & Bai, 2015;Zha, Li & Yan, 2015), Taiwan (Lee & Wu, 2017) This study aims at identifying antecedents of smartphone flow experience and estimating the influence of personalization and advertising values on flow experience of Gen Z's users. ...
... Given the improvement in bandwidth, data transmission is delivered at a higher speed and quality. Wireless networks can contain multimedia, Web browsing, ebusiness messaging services, and artificial intelligence and that allow marketers design contextual location-based advertising for smartphone users (Chen & Hsieh, 2012). For service providers, it is undeniable to get target customers' satisfaction and it is achieved only if the sellers could provide the buyers exactly what they are looking for. ...
... Scholars and experts believe that personalized smartphone advertising could increase users' willingness to purchase and receive information about products and services (Zhang & Shijagurumayum, 2003;Xu et al., 2008). Users feel frustrated and annoyed when they receive abundance irrelevant advertising (GlobalWebIndex, 2019) while feel interested and addicted to advertisings that follow their consumption patterns and habits (Xu, 2006;Chen & Hsieh, 2012). ...
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The quality of health care and the quality of health facilities are a closely watched issue in all developed countries. The quality is reached when following certain standards while providing health care and an overall quality management system, which includes an assessment of clients’ satisfaction with services offered by medical facilities. Health facilities need to realize that quality is one of their main competitive advantages. The quality of health care can be improved in many ways. One of them is the systematic improvement of skills of young, inexperienced doctors in the form of controlled postgraduate training in hospitals by providing so-called adequate education and guidance (or supervision and counselling) by experienced doctors. The paper wants to highlight the possibilities of improving health care by means of the system of postgraduate education of doctors in the Czech Republic. The aim of the paper is to present the need for quality postgraduate education of young doctors and follow-up research, aimed at improving the existing postgraduate education. From the point of view of methodology, the contribution is based on quantitative research, which was carried out using a questionnaire survey of 98 respondents in all types of medical centres of the Czech Republic (district, regional, faculty hospitals and private medical facilities). In the final part, the recommendations not only for improving postgraduate education are stated, but also initiatives and proposals for further research activities in the context of improving health care and reducing health care costs are made.
... The smartphone application market has experienced an enormous growth since its outset Ho and Chung, 2020), and in 2016, the global market size of this industry was $108,440mn and projected to reach $311,249mn by 2023 at a compound annual growth rate of 19.2% (Namde, 2017). These applications are used for many purposes, for example, for checking weather updates, making video calls, sending text and voice messages, reading e-newspapers, taking and editing pictures, securing mobile phones with app locker applications and much more (Chen and Hsieh, 2012;Jingjun et al., 2008;Persaud and Azhar, 2012). ...
... Smartphone applications require various permissions from users to access their personal information, for example, location, identity, photos/media, device and call information, app history, camera, Wi-Fi connection information, microphone, contacts and so on (Chen and Hsieh, 2012;Cheung, 2014;Maseeh, 2022). For example, location information is necessary for weather applications to provide exact weather conditions at a specific geographical location (Degirmenci, 2020;Jengchung et al., 2008). ...
Article
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... Therefore, there is a need to have better knowledge regarding advertisements and their consequences on buying behaviour of consumers, especially towards electronic products (Chandran et al., 2019). Conventional advertisement media like newspapers, magazines, television, and radio offer one way for broadcasting and communicating information (Chen and Hsieh, 2012). Customers expect that advertisements related to electronic products are more genuine than those related to other consumer goods, which are mostly transformational (Chaudhry et al., 2017). ...
... An advertisement should assure that a product or service meets a customer's requirement and improves their life in some way (Pabba et al., 2018). Hence, designing customised advertising to satisfy customers' demands has become a major challenge, this necessitates evaluations of the advertisement attributes accurately for accelerating buying intention (Chen and Hsieh, 2012). The total effect on viewers' welfare is uncertain since ad quality may suffer due to legal restrictions (Henriques, 2020). ...
Article
The study aims at establishing the effect of direct marketing, conventional advertisement, and online advertisement on consumer buying behaviour with mediating effect of consumer satisfaction and advertisement characteristics. For the purpose of the study, 525 responses have been collected through a questionnaire. A partial least square model has been developed and tested. The findings of the study demonstrate that direct marketing has a greater direct influence on buying behaviour as customers find direct marketing easy and convenient. At the same time, conventional advertisement has a more indirect influence on buying behaviour through advertisement characteristics. It specifies that respondents are more attentive to the conventional form of advertisement.
... Audience targeting practices in media tend to highlight the demographics, behavior and other consumer characteristics as a basis for selecting the right messages for each audience [5]. In the case of this new advertising opportunity, the development of personalized mobile advertising to meet consumer needs is becoming an important challenge [6]. ...
... Nowadays, mobile advertising focuses on powerful algorithms for personalized recommendations. Chen and Hsieh [6] propose the fuzzy Delphi method to determine the main personalized attributes in a personalized mobile advertising message for various products. ...
Conference Paper
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... Although the research on mobile advertising has already resulted in a large number of scientific publications (Andrews, Andrews, Luo, Fang, & Ghose, 2016;Bart, Stephen, & Sarvary, 2014;Chen & Hsieh, 2012;Gidofalvi, Larsen, & Pedersen, 2008;Izquierdo-Yusta, Olarte-Pascual, & Reinares-Lara, 2015;Soroa-Koury & Yang, 2010;Wong, Tan, Tan, & Ooi, 2015;Yang, Kim, & Yoo, 2013), the literature on LBMA is much poorer to date. The systematic literature review on location-based mobile advertising up to 2014 can be found in Bauer and Strauss (2016). ...
... According to Banerjee and Dholakia (2012), gender can have impact on consumer reactions to LBMA, since they found differences between behavioral intentions of men and women in work and leisure situations. The results of other research show likely mediating impact of demographic, social, cultural and economic traits and personal interests on mobile services adoption and mobile advertising effects, which may also apply to LBMA (Chen & Hsieh, 2012;Drossos, Kokkinaki, Giaglis, & Fouskas, 2014;Gilbert & Han, 2005;Islam & Kang, 2019). Consumer behaviors include actions and habits potentially related to the LBMA processing, such as smartphone or mobile device usage, prior experience with mobile services, history of online behavior, etc. (Shin & Lin, 2016;Varnali, Yilmaz, & Toker, 2012). ...
Article
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Abstract Purpose: This article aims to review the previous research on the effects of location-based mobile advertising (LBMA) and to propose an integrative approach to the factors affecting these effects. Design/methodology/approach: In this conceptual article, previous research on LBMA effects are examined and synthesized, and the hypothesized, integrative model of the factors affecting these effects is developed. Findings: A growing body of research is dedicated to identifying the communication effects of LBMA and the factors affecting them. Based on the results of that research and utilizing an integrative approach, six groups of variables were distinguished as the contextual framework for further studies on LBMA effects. Research limitations/implications: The research proposition needs further literature studies and empirical testing. It implies research on the potential impact of various factors on LBA effects, such as multiple consumer traits and behaviors, situational context or marketing actions. The suggestions for further research are presented in the article. Practical implications: According to forecasts, the contextual advertising, primarily LBMA, will be growing in the future in terms of expenditures and its significance in the integrated marketing communications. Identifying the factors affecting the effects of LBMA will help practitioners to tailor advertising messages to the target customers' location and to improve the effectiveness of their communication programs. Originality/value: This article synthesizes the results of the previous research on the effects of LBMA and proposes an integrative contextual framework reflecting the hypothesized relationships between the groups of variables and LBMA effects.
... Additionally, personalized recommendation can foster user awareness and loyalty to the brand, as users feel a sense of personalized attention and care from the brand. Implementing personalized recommendation services enables advertisers to enhance the effectiveness and efficiency of their ads while improving user experience and satisfaction [12] . ...
Article
In the era of new media, advertising placement has undergone a revolutionary change from the traditional mass push to personalized intelligent advertisement precise placement. The intelligent advertising precision placement strategy, based on the 4I theory, has significant advantages in the new media era. By incorporating the principles of amusement and interactivity, immediacy strategy, and personalization strategy, brands can enhance user engagement, improve the communication effect of advertisements, and achieve higher conversion rates and return on investment (ROI). The findings of this study hold great importance for brands’ advertising strategies in the new media era.
... Along with this, the current research extended UTAUT2 by including factors like perceived irritation and personalisation. Various studies (Brinson et al. 2018;Chen and Hsieh 2012;Smith 2019;Xu 2006) acknowledge the importance of personalisation and the element of irritation in shaping consumers' attitudes to technology adoption. Accordingly, this research empirically tested both personalisation and perceived irritation alongside the other constructs of UTAUT2 model. ...
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The article aims to explore factors that influence respondents’ intentions to accept and use mobile advertising by proposing an extension of the Unified Theory of Acceptance and Use of Technology (UTAUT) with perceived enjoyment, perceived irritation, and personalisation. To identify the factors affecting the acceptability of mobile advertising, the intentions and behaviours of respondents regarding mobile advertising are reviewed. The study was conducted in Pakistan by using online survey. Partial Least Squares Structural Equation Modelling (PLS-SEM) was applied to examine the sample size of 446 respondents. The findings revealed certain crucial factors (such as effort expectancy, performance expectancy, perceived enjoyment, perceived irritation, and personalisation) that can affect respondents’ intentions to accept mobile advertising. Also revealed was the relationship between respondents’ intentions to accept and use behaviour regarding mobile advertising. It is established that respondents expect more personalised promotional messages to be shown to them in line with their needs and preferences. Here, advertisers must pay attention to the contextual relevance of the ads while noting the element of irritation that can be felt among consumers, as such ads create negative attitudes and intentions towards mobile advertising. Keywords: mobile advertising, consumer intentions, use behaviour, unified theory of acceptance and use of technology (UTAUT), Partial Least Squares Structural Equation Modelling (PLS-SEM), Pakistan.
... Consumers usually gather information through various media channels prior to purchase decision-making [32]. An effective media channel can stimulate consumers to adopt products [33]. Different studies establish the positive relationship between media richness and advertising effects. ...
Article
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Drawing on the theory of media richness, this paper aims to explore the impact of media richness on consumers' adoption intention through their perception of new energy vehicle (NEV) function attributes, and assess the moderation roles of brand familiarity and locus of control. A structural equation model is applied to analyze the data collected from 427 respondents. Empirical results demonstrate that consumers' perception of an electric attribute (i.e., charging efficiency) and two intelligent attributes (i.e., car networking and self-driving) are determinants of their adoption intention of NEVs. The other electric attribute (range) is trivial in consumers' perception. We also find that low, medium, and high-richness media significantly affect consumers' perception of NEVs' functional attributes. Compared to the high-richness, medium-richness correlates significantly with two types of NEV functional attributes. Regarding moderating effects, consumer familiarity with NEV's brand negatively impacts the relationship between media richness and adoption intention. Furthermore, low and medium-richness media effectively stimulate individuals with external control to adopt NEV, while high-richness media adversely influence individuals with internal control.
... As a result of digitization processes that promote data traffic, new personalized publicity can be supported by additional user data collected from digital platforms. In fact, customizated advertising is becoming more and more integrated into people's daily activities, which means a significant social impact on consumers' lives (Chen & Hsieh, 2012). Promotions represent another essential element available on websites compared to other commercial environments. ...
Chapter
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Introduction: The impact of globalization through digitalization processes as well as the media has transformed consumer habits in society to such an extent that we have discovered new consumer profiles. Changes in consumption patterns pose significant implications for the economy and for society. Specifically, the younger population is particularly vulnerable to acquiring impulsive and compulsive consumption patterns. Method: A theoretical review of the problem was conducted to identify whether changes in consumption behaviors entail an impact on society. Specifically, we examine how the processes of both globalization and digitalization have a significant influence on consumption desires and decision-making. Moreover, we attempt to identify psychological factors that characterize the current consumption patterns. Generational effects on purchasing and consumption decisions is also explored. Results: Consumers may be affected at any stage of the decision process by several environmental stimuli (brand positioning, perceived usefulness, or uncertainty environments) and internal stimuli (emotional states, perceptual biases, cognitive abilities, etc.). Regarding digitalization, recent scientific research has shown that digital platforms influence not merely purchase intention but also purchase tendencies among consumers. Discussion: In this sense, the consideration of the psychological mechanisms underlying buying decision-making will allow us to characterize consumers’ investment approach of consumers. Also, identifying elements that compose this pattern can help prevent pathological buying in vulnerable consumers. Key words: behavioral economics, decision-making, consumer behavior, globalization, personality. Martín-Ríos, R., & Hai, D. H. (2023). CHANGES IN CONSUMER BEHAVIOUR IN A DIGITALISED WORLD. In F. Alcantud-Marín, Y. Alonso-Esteban, C. Berenguer Forner, M. J. Cantero López, J. C. Meléndez Moral, A. R. Moliner Albero, B. Rosello Miranda, M. del M. Sánchez García, P. Sancho Requena, E. Satorres Pons, N. Senent-Capuz, M. Soriano-Ferrer, P. Viguer Seguí, & A. Ygual Fernández (Eds.), Actas del XI Congreso Internacional de Psicología y Educación. (pp. 739–748). Dykinson, S.L. https://doi.org/10.2307/jj.5076229.72
... Consumers' attitudes are crucial for the acceptance of mobile advertising and behavioral intention, as indicated by numerous studies (e.g., Billore & Sadh, 2015;Chen & Hsieh, 2012;Dix et al., 2017;Ghazali et al., 2018;Hashim et al., 2018;Jim enez & San-Mart ın, 2017;Liu et al., 2019;Sigurdsson et al., 2018;Wang et al., 2020). If mobile advertising provides value for consumers, entertains, informs them, and is credible and interactive, they will likely develop positive attitudes toward it (Billore & Sadh, 2015;Blanco et al., 2010;Ene & € Ozkaya, 2015;Kim, 2020). ...
Article
This study investigates the drivers of consumers’ intentions to purchase advertised products and services via mobile devices from a consumer perspective using attribution theory as a framework. It explores whether the cause of purchase intention is attributed internally or externally and how these attributions influence it. The data collected from mobile shoppers in Croatia were analyzed using structural equation modeling (SEM). The findings show that mobile purchase intention can be attributed to the internal attribution related to the perceived importance of websites’ characteristics, unlike attitudes toward mobile advertising (internal attribution) or security and privacy aspects (external attributions). Consumer innovativeness is a crucial internal attribution that moderates the effect of the attitude toward mobile advertising on purchase intention positively and negatively the impact of perceived importance of websites’ characteristics on the purchase intention. Marketers should encourage main internal and stable attributions as preconditions of consumers’ intentions.
... Today, consumers can order their products from the web or from the mobile applications of businesses. This allows businesses to work with fewer agents and employees (Chen and Hsieh, 2012). Now, through social media, consumers are aware of the experiences of other users, additional details about valueoriented actions, and product promotion sites for the widespread identification of the features of the product (Jara et.al., 2012). ...
Chapter
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The aim of this study is to investigate the effects of net income of tourism sector on balance of payments balance. Therefore, the necessary information about the balance of tourism and payments was given and the situation in tourism was shown with the help of tables and graphs and the effects of tourism on the balance of payments were examined. In addition, by using the data obtained from CBRT; Turkey's net tourism revenues and its effect on the real effective exchange rate of the foreign trade balance was investigated using Johansen cointegration test. As a result of the study, it is concluded that net tourism revenues have a negative effect on the foreign trade deficit and the increase in the real effective exchange rate index increased the foreign trade deficit.
... This global reach has ensured that we share the impact of whatever happens in any part of the world, as a community. The upsurge of competition in the global marketplace with intense competition and brand parity (2), altering consumer demands and expectations of the product in terms of quality, services, and benefits are rising with equal momentum. Inevitable changes can be observed over a period of time in the attitudes, styles, behaviors, values, etc. of the people. ...
... The development of mobile technology has formed new marketing channels (Liu, Sinkovics, Pezderka, & Haghirian, 2012); one is the use of YouTube as a technology platform for sharing videos that can be accessed anytime and anywhere. In addition, technology allows the function of sound effects, multimedia, or video to be more varied and interesting to form creative choices (Chen & Hsieh, 2012). This development also shapes the optimization of YouTube's function as a media platform for advertising due to the wide audience reach and because it can be accessed anytime and anywhere. ...
Article
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Purpose: This study aims to measure the attitudes of Generation Z in Jakarta towards advertisements containing COVID-19 information. Research design, data and methodology: This study is a quantitative method with partial least square structural equation modeling (PLS-SEM) with SMART PLS as an analytical tool. The sample size is 216 participants was obtained randomly through a questionnaire distributed online. This study consisted of exogenous variables (advertising content, value, irritation, and economic benefits), endogenous variables (attitudes towards advertising), and some moderating roles. Results: The results of thi study explain that this generation's attitude towards advertising is affected by the content and value aspects embedded in advertisements. Value can be formed from creativity in making advertising content as interesting and informative as possible. Interestingly, this study also found that the irritation aspect and economic benefits had no effect on the audience's attitude towards the advertisement. Neither the irritating aspect of advertising nor the economic value that is formed acts as a moderator of the content and the value of the ad. Conclusions: The ongoing pandemic and periodic adjustments to government policies regarding COVID-19, these results can be compared with other advertisements for future studies, especially those using the same variables as this study.
... MIM applications open the door for undergraduates as mobile marketers to be creative in their mobile business. In conducting mobile business, marketers need to weigh on types of products advertised (Drossos & Fouskas, 2010;Ma, Suntornpithug & Karaatli, 2009), type of message service sent to users (Koo, Knight, Yang, & Xiang, 2012) and some design attributes of mobile advertising (Chen & Hsieh, 2012). Thus the uses of WA for mobile business can be capitalized on these aspects to reach the audience, capture their undivided attention and prompt their quick responses. ...
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... It is now possible for online ads to be personalized and tailored to specific users at specific times and in particular locations (Chen & Hsieh, 2012). The tailoring can make ads more relevant for the receiver (De Keyzer et al., 2015). ...
Article
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This paper explores how willing consumers are to share personal data to receive personalized offers on their mobile (cell in the US) phones using nationwide surveys of mobile users, 16–35 years old, in Norway, Serbia, Malaysia, and Pakistan. We ask respondents about the likelihood they would use three types of personalized advertising services delivered through their mobile operator, with services varying with respect to the level of personal data collected and whether shared with third parties. In all four countries, respondents state that their likelihood of using a personalized ad service decreases when the service uses more personal data or shares the data with third parties. Using a split sample design, we find that introducing a 10% discount on mobile subscriptions for those using the ad service increases the stated likelihood of using the service. We find significant differences in willingness to share personal data attitudes between countries, with respondents in high-income Norway being least willing and those in low-income Pakistan most willing to share personal data. We identify only minor differences between respondents in Serbia and Malaysia, middle-income countries in Europe and Asia. The study contributes to the literature on the willingness to share personal data by including young adult respondents from countries in both Europe and Asia. Furthermore, framing the survey questions in a mobile service context is appreciably closer to telecom reality than most existing experimental studies on sharing of personal data.
... According to the Mobile Marketing Association, mobile marketing is defined as contacting clients via mobile phones [36]. Customers can get location, time, and personal information through interactive wireless media [37,38]. ...
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Digital marketing platforms have recently played a crucial role in hotel marketing and customer interaction strategies. Hotel managers have understood that hotel customers today and future rely increasingly on digital media use. However, the adoption of digital marketing tools appears to be relatively low in listed hotels in Sri Lanka due to unfamiliarity with digital marketing and not being confident in investing in digital marketing tools in achieving the expected financial and non-financial results. A considerable number of research has been carried out throughout the world on digital marketing and business performance; however, a limited study has been conducted in Sri Lanka to evaluate the influence of digital marketing tools on listed hotels' financial performance. This research fulfills the above gap by measuring the impact of digital marketing tools on the financial performance of Sri Lankan-listed hotels. The study population consists of thirty-seven (37) listed hotels in Colombo Stock Exchange, and the entire population was taken as the sample. The dependent variable used to study the financial performance is the Return on Equity. Digital marketing tools such as social media and mobile marketing are independent variables considered in this study. A self-administrated structured questionnaire was circulated to the marketing professionals. After analyzing the responses using correlation analysis and regression analysis, it was revealed that social media and mobile marketing have a significant positive impact on the hotel's financial performance. The findings are useful in reducing ambiguity and confusion about financial and non-financial outcomes based on digital marketing tools. Original Research Article Premasinghe et al.; AJEBA, 21(21): 34-44, 2021; Article no.AJEBA.77762 35
... Another component that recognizes traditional media from the internet and mobile technologies is that push-type strategies are applied in the traditional advertisement, while pull-type strategies are applied in the internet and mobile advertisements (Li, and Du, 2012). In push-type advertising strategies, businesses transmit their marketing messages legitimately to customers, while in pull-type strategies, businesses have to take permission from consumers in order to send advertising messages (Chen, and Hsieh, 2012). ...
... MIM applications open the door for undergraduates as mobile marketers to be creative in their mobile business. In conducting a mobile business, marketers need to weigh on the types of products advertised (Drossos & Fouskas, 2010;Ma et al., 2009), type of message service sent to users (Koo et al., 2012) and some design attributes of mobile advertising (Chen & Hsieh, 2012). Thus the uses of WA for mobile business can be capitalized on these aspects to reach the audience, capture their undivided attention and prompt their quick responses. ...
Article
Full-text available
Mobile Instant Messaging (MIM) or Instant Messaging (IM) via various web-based applications like WeChat, Viber, WhatsApp (WA) and Snapchat have gained much attention. It allows mobile phone users to access instant messaging services right from their smartphones. Despite various general publications indicating the advantages of mobile business, ranging from the start-up cost, flexibility, mobility up to inventory, the MIM’s application via mobile businesses are still scarce. The aim of this study was to examine the realm of MIM usage as a platform for mobile business among undergraduates in Malaysia by examining the uses of MIM for mobile business and to identify the perceived advantages of MIM as a platform for mobile business. An online questionnaire was designed and randomly distributed among identified undergraduates who have actively engaged in mobile business. The results show that MIM is frequently used to advertise and sell products most needed by undergraduates. Among the perceived advantages of MIM as a platform for mobile business is its cost effectiveness. In addition, undergraduates can easily and conveniently start-up mobile businesses and generate income simply via a mobile device and a mobile number as it is indeed preferable for reaching a general audience. Keywords: mobile business, instant messaging, perceived advantages, undergraduate
... Company E uses the "in-product" advertising as a selling point to encourage potential partners to join the ecosystem. The orchestrator can recognize a customer's unsatisfied demand, and suggest which partner extension meets the demand [17]. ...
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In software ecosystems, partner management concerns establishing and maintaining meaningful relationships with partners to improve ecosystem health. At the same time, software ecosystem orchestrators have insufficient insight into partner management tools. Because of this, they fail in attracting and maintaining partnerships with software producing organizations, ultimately hindering their ability to build healthy software ecosystems. This research presents a classification for partner management activities to aid orchestrators in establishing and maintaining partnerships. We contribute (1) a methodology to assess partner management in software ecosystems, (2) a classification of knowledge and activities for partner management, and (3) a starting point for the development of theory regarding partner management activities. The classification and the activities are evaluated in five case studies of software platform orchestrators.
... According to the Mobile Marketing Association, Mobile advertising is the "form of advertising that transmits advertisement messages to users via mobile phones" (Chen & Hsieh, 2012). Today as mobile phones have become the first screen for the consumers, mobile advertising can play a significant role in influencing consumers' mindset (Kim & Han, 2014). ...
... An ad should incorporate appealing thoughts as a worth expansion to stand out enough to be noticed [59]. Chen and Hsieh [60] expressed that there were three primary components in SMS publicizing. First, advertisers needed to fabricate a brief message and contain essential data to the clients by utilizing primary and reasonable language. ...
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This study explores the relationship between digital marketing practices, customer satisfaction, customer involvement, and purchase intention. The focus is on the life insurance digital marketing strategies during a pandemic and the resultant lockdown and shutdown. This work sought to analyze the digital transformation of marketing practices and the customers’ resultant purchase intentions. COVID-19 was taken as the prevailing pandemic and its impact on the digital transformation of marketing strategies. Five dimensions of digital marketing strategies with eighteen items and three items each of customer satisfaction and purchase intention were considered for practical purposes. It used structural equation modeling to study 535 responses of life insurance customers. Findings indicate that SEM/SEO, display, and E-CRM practices significantly impacted customer satisfaction and purchase intention. Further, a mediation-cum-moderation approach was undertaken. Customer satisfaction significantly affected purchase intention and played a good mediator between digital marketing practices and purchase intention. Additionally, customer involvement moderated the relationship between content marketing and communication with purchase intention. This research work helps life insurance marketers in general. The digital channel managers expressly understand their key areas of strengths regarding the five dimensions of digital marketing strategies. Accordingly, they frame their plans for decision-making to improve customer satisfaction and resultant purchase intentions. It provides a direction for future adoption of specific marketing strategies during a pandemic and consequent shutdown and lockdowns.
... With the expansion of virtual platforms on which the credibility and authenticity of viewers and message receivers are questionable, SMS has become a trusted platform to communicate to genuine and identified customers. SMS is considered as a better advertising tool for reaching specific market segments with highly customized, responsive, and timely promotional messages, which attract young consumers (Chen & Hsieh, 2012;Drossos et al., 2013). Because of its ease of use and lesser technological dependency, SMS advertising is often preferred to other forms of mobile advertising tools (Bakr et al., 2019;Cheng et al., 2009;Lin & Chen, 2015). ...
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SMS advertising perception has been found to have a significant influence over consumer purchase intention either directly or indirectly. However, there is a dearth of comprehensive studies, suggesting precursors of SMS advertising perception and the process by which it influences the purchase intention. This study concentrates on answering this particular question by developing a research model and empirically validating it, based on the stimulus–organism–response (SOR) framework. To evaluate and validate the results, the study adopted a two-stage, hybrid model using partial least square-structural equation modeling and neural network modeling. The findings suggest SMS advertising perception has a significant effect on purchase intention, mediated by advertising value and attitude toward SMS advertisement. The main contribution of this study is the introduction of a new higher-order construct, SMS advertising perception, for the first time in SMS advertising literature, and the validation of the transmittal effect of advertising value and attitude toward SMS advertising between SMS advertising perception and purchase intention. The study provides empirical evidence to support the SOR framework and helps to expand the scope of SMS advertising perception research and its effect on purchase intention. Additionally, it benefits marketers by fostering better decision-making to devise effective advertising campaigns using mobile-based SMS service commercials.
... Although the Delphi method is widely used in healthcare, it is still not widely used in the areas of advertising or marketing in general. However, we can consult some studies that use the Delphi method in terms of marketing that has been carried out in specific areas (Jensen and Sund, 2018;Garrido Pintado et al, 2018;Borden, Shaw, and Coles, 2017;Maheshwari et al, 2017;He and Garnett, 2016;Chen and Hsieh, 2012;Larreche and Montgomery, 1977). ...
Article
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Lopes, P., Rosário, F., & Varela, M. (2020, June). The Delphi Technique in Outdoor Advertising. In 20th European Conference on Research Methodology for Business and Management Studies: ECRM 2020 (p. 147). Academic Conferences and publishing limited.
... This finding means that their attitude will change positively if it fits their personal needs. Millennials, who represent a generation which is more individualistic than its predecessor (Bergman et al., 2011), are attracted by and more likely to respond to personalised messages (Chen and Hsieh, 2012;Smith, 2011). Hence, personalisation is considered an essential factor in predicting whether or not millennials will adopt mobile advertising. ...
... Since, the internet is continuously seen to be redefining the global landscape of contemporary advertising. This evolution in information and communications technology (ICT) is affecting purchasing behaviour of consumers, thus leading to a change in corporate advertising strategies (Chen and Hsieh, 2012). As a means of getting the attention and meeting specific needs of customers, businesses have redefined their marketing strategy to include social media appeals and advertisement to motivate users to share their brand image (Misirlis and Vlachopoulou, 2018;Gallaugher and Ransbotham, 2010). ...
... Since, the internet is continuously seen to be redefining the global landscape of contemporary advertising. This evolution in information and communications technology (ICT) is affecting purchasing behaviour of consumers, thus leading to a change in corporate advertising strategies (Chen and Hsieh, 2012). As a means of getting the attention and meeting specific needs of customers, businesses have redefined their marketing strategy to include social media appeals and advertisement to motivate users to share their brand image (Misirlis and Vlachopoulou, 2018;Gallaugher and Ransbotham, 2010). ...
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You can reach my book, 'Digital Marketing' via the following link: https://www.morebooks.shop/store/gb/book/digital-marketing/isbn/978-613-8-96557-2
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The following values have no corresponding Zotero field: Author Address: Murray, Tj Syracuse Univ,Sch Business Adm,Syracuse,Ny 13210, USA Syracuse Univ,Sch Business Adm,Syracuse,Ny 13210, USA Babson Coll,Babson Pk,Ma 02157 Calif State Univ Sacramento,Sch Business & Publ Adm,Sacramento,Ca 95819 ID - 23
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We envision many new e-commerce applications will be possible and significantly benefit from emerging wireless and mobile networks. These applications can collectively be termed wireless e-commerce or mobile commerce. To allow designers, developers, and researchers to strategize and effectively implement mobile commerce applications, we propose a 4-level integrated framework for mobile commerce. Since there are potentially an unlimited number of mobile commerce applications we only identify a few important classes of applications such as mobile financial applications, mobile advertising, mobile inventory management, proactive service management, product location and search, and wireless re-engineering. We also address the networking requirements of these applications and discuss how these requirements can be supported by existing and emerging wireless networks. It is our hope that this work will become the framework for further research in mobile commerce.
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The ability to assess the threat and opportunity that technological innovations pose to an organisation's profitability, growth and survival has become one of the key elements in the development of offensive and defensive innovation strategies. Central to this process of assessing technological threats and opportunities is the need to analyze various aspects of identified technological developments. A range of analysis techniques exists, and a number of these are discussed and simultaneously applied to a specific technological development. While threat and opportunity assessment is relevant to almost any company in any industry, it is especially relevant to industries characterised by high rates of volatility such as the communications industry. The technological development, which has been chosen to apply these analysis techniques to, is the offering of 2.5/3G wireless data services, which is currently of great significance in the communications industry. The point of view that is taken is that of a European mobile network operator (MNO) that needs to assess the threats and opportunities that this development poses to its business. The result shows that the analysis process leads to a better understanding of not only the identified developments, their driving forces and enablers, but also their possible impacts on the organisation. This greatly enables the extent to which developments represent a threat or opportunity for a specific organisation to be assessed. In the framework of the overall technological threat and opportunity assessment methodology, the results of the analysis process will feed into the strategy formulation process where possible organisational responses can be developed.
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Due to the intense voice service competition and subscriber growth saturation, the average revenue per user (ARPU) of mobile communications service providers continues to decline, thereby severely affecting their total revenue and profitability. To counter this challenge, mobile communications service providers are now moving from “tariff competition” to “service competition.” As mobile communications enter the next-generation network (NGN) era, network bandwidth and transmission speed are greatly enhanced. The enhancement enables mobile communications service providers to provide content-rich, multimedia value-added services to create new service value, meet demands of customers, and increase ARPU. To understand how to construct mobile value-added services, this study uses survey forms to collect feedback from 35 industry and research institution experts and scholars and to present systematically the finding on the mobile value-added services strategy. The research employs the analytic network process (ANP) to analyze the strategy of mobile service providers in delivering mobile services in the NGN. The business strategy evaluation framework and evaluation result can be used as guides for players in the mobile communications industry to review, improve, and enhance their service and strategy.
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Mobile advertising complements the Internet and interactive television advertising and makes it possible for advertisers to create tailor-made campaigns targeting users according to where they are, their needs of the moment and the devices they are using (i.e. contextualized mobile advertising). Therefore, it is necessary that a fully personalized mobile advertising infrastructure be made. In this paper, we present such a personalized contextualized mobile advertising infrastructure for the advertisement of commercial/non-commercial activities. We name this infrastructure MALCR, in which the primary ingredient is a recommendation mechanism that is supported by the following concepts: (1) minimize users' inputs (a typical interaction metaphor for mobile devices) for implicit browsing behaviors to be best utilized; (2) implicit browsing behaviors are then analyzed with a view to understanding the users' interests in the values of features of advertisements; (3) having understood the users' interests, Mobile Ads relevant to a designated location are subsequently scored and ranked; (4) Top-N scored advertisements are recommended. The recommendation mechanism is novel in its combination of two-level Neural Network learning, Neural Network sensitivity analysis, and attribute-based filtering. This recommendation mechanism is also justified (by thorough evaluations) to show its ability in furnishing effective personalized contextualized mobile advertising.
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Mobile marketing offers direct communication with consumers, anytime and anyplace. This paper reviews mobile marketing and then investigates the most successful form of mobile communication, short message services (SMS), via a quantitative content analysis of the Fortune Global 500 Web sites and qualitative interviews with European experts. The content analysis explores the diffusion of SMS technology and sheds light on mobile marketing campaigns of large multinational organizations. Combining a literature review with results from the qualitative survey leads to a conceptual model of successful SMS advertising. The paper closes with future research avenues for this emerging marke ting tool.
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Reliable prediction of sales can improve the quality of business strategy. In this research, fuzzy logic and artificial neural network are integrated into the fuzzy back-propagation network (FBPN) for sales forecasting in Printed Circuit Board (PCB) industry. The fuzzy back propagation network is constructed to incorporate production-control expert judgments in enhancing the model's performance. Parameters chosen as inputs to the FBPN are no longer considered as of equal importance, but some sales managers and production control experts are requested to express their opinions about the importance of each input parameter in predicting the sales with linguistic terms, which can be converted into pre-specified fuzzy numbers. The proposed system is evaluated through the real world data provided by a printed circuit board company and experimental results indicate that the Fuzzy back-propagation approach outperforms other three different forecasting models in MAPE measures.
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This paper describes work carried out as part of the GUIDE project at Lancaster University. The overall aim of the project is to develop a context-sensitive tourist guide for visitors to the city of Lancaster. Visitors are equipped with portable GUIDE units which in turn provide interactive services and dynamically tailored web-based information reflecting the visitor's preferences and environmental context. In contrast to existing tourist systems all information in GUIDE is obtained dynamically using a city-wide wireless network infrastructure. The paper presents an overview of the GUIDE system, with particular focus on our design of an appropriate object model, capable of handling the high degree of flexibility required by GUIDE. In addition, the paper includes the results of our requirements analysis, the web-based application that has been developed to meet these requirements and our approach towards communicating information to portable GUIDE units in a timely and scaleable manner.
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Based on the four perspectives of the balanced scorecard, including the financial, customer, internal process, and learning and growth perspectives, this study applied Fuzzy Delphi Method to construct key performance appraisal indicators for mobility of the service industries. The constructed indicators could serve as a reference for the service industries to establish applicable performance appraisal indicators according to the properties of the each industry after mobility is introduced. The research findings showed that cost control, profit growth, and sales growth are the top three indicators in the financial perspective, while service/product quality, customer satisfaction, and service timing are the three major indicators in the customer perspective. In the internal process perspective, information delivery, standard operation procedure, and interactions between staffs and clients are most valued. In the learning and growth perspective, corporate image, competitiveness, and employee satisfaction are most emphasized among various service industries.
Conference Paper
The number of people exploring the World Wrde Web is growing dramatically. Many companies are interested in the potential of advertising on the web, but there is little research to guide their decision. The present study demonstrates the concept of a corporate sponsored website as a promising direction for web advertisers. Advertisements for products targetiug lo-14 year-o& were presented as web games and inserted into a prototype website. For example, in one ad, players scored points by actively steering toward the advertised product with their web video-game car, while dodging undesirable obstacles on the road (sound effects included). For comparison, subjects also watched a TV ad for the same product embedded in a TV program. One day later, tests showed that web ads positively influenced how easily the advertised brand came to mind compared to TV ads and compared to no-ad controls. The effectiveness of interactive web ads for influencing consumers’ memory in this preliiinaty study suggests that it merits more attention as a potentially viable medium for advertismg. Factors that could contribute to the advantage for web ads are ,discussed.
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With advances in wireless networking, devices, applications and middleware, a new area of applications has emerged. Termed mobile commerce, these applications have attracted some interest among researchers, developers, carriers, and content providers. One major issue is the location management support that is needed by many location-intensive mobile commerce applications, such as user and location-specific mobile advertising, mobile inventory management, wireless-business reengineering, and mobile financial services. In this paper, we address the location requirements of m-commerce applications from the user, provider and networking perspectives. We also discuss how such requirements may be supported by the exiting and emerging wireless networks. We also present and discuss several open and interesting research problems.
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As mobile technology continues to diffuse, the numbers of mobile subscribers continue to grow. With a high penetration of mobile subscribers in the United States, the mobile phone and network is promptly becoming a feasible marketing channel as mobile phones facilitate the exposure to advertisements deliver through a variety of mobile technologies.The purpose of this study was to examine whether misperceptions of social norms of mobile advertising play any role in predicting consumers’ responses to mobile advertising. The study used a questionnaire survey method to measure mobile users’ attitudes, perceived usefulness (PU), perceived-ease-of-use (PEOU), and adoption intention of mobile advertising. A total of 343 college students from a large southwestern public university were recruited to participate in this study.The study demonstrated that misperceptions of social norms predicted consumers’ perceived usefulness (PU) and perceived ease of use (PEOU) of mobile advertising. Both PU and PEOU are critical variables predicting consumers’ adoption of technologies. The study also found that PU predicted attitude towards mobile advertising, whereas PEOU did not predict attitude towards mobile advertising. Lastly attitude towards mobile advertising significantly predicted the intention to adopt mobile advertising.
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The evolution of mobile location-based services (LBS) is discussed. For mobile network operators, LBS represent an additional stream of revenue that can be generated from their investments in fixed infrastructure. For the end user, these services can help reduce confusion, improve the consumption experience and deliver high-quality service options. A key driver of LBS will be a degree of fit between the system's technical feasibility and the overall marketing strategy guiding its usage. The LBS subscriber base is forecast to reach 680 million customers globally by year 2006.
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Context is a key issue in interaction between human and computer, describing the surrounding facts that add meaning. In mobile computing location is usually used to approximate context and to implement context-aware applications. We propose that ultra-mobile computing, characterized by devices that are operational and operated while on the move (e.g. PDAs, mobile phones, wearable computers), can significantly benefit from a wider notion of context. To structure the field we introduce a working model for context, discuss mechanisms to acquire context beyond location, and application of context-awareness in ultra-mobile computing. We investigate the utility of sensors for context-awareness and present two prototypical implementations — a light-sensitive display and an orientation-aware PDA interface. The concept is then extended to a model for sensor fusion to enable more sophisticated context recognition. Based on an implementation of the model an experiment is described and the feasibility of the approach is demonstrated. Further, we explore fusion of sensors for acquisition of information on more sophisticated contexts.
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Due to the funding scale and complexity of lubricant regenerative technology, the selection of recycling technology and policy for waste lubricant oil can be viewed as a multiple-attribute decision process that is normally made by a review committee with experts from academia, industry, and the government. This study aims to provide a systematic approach towards the technology selection, in which two phase procedures are proposed. The first stage utilizes Fuzzy Delphi Method to obtain the critical factors of the regenerative technologies by interviewing the foregoing experts. In the second stage, Fuzzy Analytic Hierarchy Process is applied to find the importance degree of each criterion as the measurable indices of the regenerative technologies. This study considers eight kinds of regenerative technologies which have already been widely used, and establishes a ranking model that provides decision makers to assessing the prior order of regenerative technologies. The empirical study indicates that the “Proper scale” is the most important evaluation criterion considered in overall experts. The demonstration of how the prior order of regenerative technologies changes under various domains of experts is addressed as well.
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The attempts of using the wireless network as a new advertising media are rapidly increasing. This paper proposes a framework for understanding the characteristics of advertising through mobile phones. The paper discusses the traits of online advertisements and comparison to other advertising media. It also presents the overview of different conceptual models for advertising and suggests a conceptual model for mobile phone advertising. A review is presented on the factors affecting the effect of mobile advertising and three groups of factors are suggested; advertisement; audience; and environment. A total number of 53 case studies is collected and categorised based on product category, business object, target audience and advertisement type. Four observations are made from the case studies in the viewpoint of the three factor framework.
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Users of handheld wireless devices do not have the luxury to wade through pages and pages of information to find the products and services they need. In addition, the inconveniences of using the thumb controls on a cellular phone to navigate, along with the high costs of wireless data network access highlights the problems that wireless users face. The need for direct access to highly relevant, location-aware information with a minimal amount of browsing and a minimal amount of user input is what prompted us to investigate the feasibility of and development of a plan for deploying mobile agents to perform information filtering and retrieval on behalf of the users in a mobile commerce setting. In this paper, we discuss a novel mobile agent platform that can be used for comparison shopping in a mobile wireless environment, through which businesses can better understand and communicate with the mobile consumer. The proposed agent-based approach helps the end user reduce information overload by helping her filter out unnecessary information and only show information that is relevant; it provides novel ways for cellular service providers to compete, and businesses to acquire new customers. We will address the challenges associated with such an evolutionary approach, and provide some sample scenarios, along with an architectural design for the proposed system. A proof-of-concept prototype using Java RMI has been constructed as part of the Havana mobile agent platform.
Article
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