Mobile Marketing Channel: Online Consumer Behavior by Mahmud Akhter Shareef, Yogesh K. Dwivedi, Vinod Kumar

By Mahmud Akhter Shareef, Yogesh K. Dwivedi, Vinod Kumar

This e-book makes an attempt to handle, discover, and conceptualize the epistemological paradigms of SMS as a substitute advertising and marketing channel or together with different present conventional channels. It promotes a multichannel process within the gentle of synthesized advertising distribution, shopper habit, and data and verbal exchange know-how (ICT)-related behavioral concept to boost, identify, and release a guiding thought and perform for this rising quarter. utilization of cell phones and handheld instant units is growing to be and diffusing so quick that 21st century advertising and marketing managers discover a nice power for this instant channel to be the simplest media for keeping a shopper courting that offers the very best quality provider. The emergence of SMS-based direct advertising as a different channel or embedded with different channels is characterised through a number of concerns, demanding situations, obstacles, and obstacles. This ebook examines and postulates the subsequent interrelated matters with regards to instant advertising and marketing (particularly the SMS-based advertising channel): (i) client habit for cellphone SMS – conception, publicity, and a spotlight; (ii) shopper attitudes towards SMS-based advertising channels; (iii) The scope of SMS to satisfy purchaser provider output calls for from a web channel; (iv) buyer choice standards for cell phone SMS channel constitution; (v) cellular channel constitution as an effective and potent purchaser interplay mode; and (vi) client multichannel habit. it is very important use the SMS-based cellular channel as an intensive device of interactive advertising and seamless provider advertising, as there's the chance to maximise, u

ntil now, unutilized advantages of this effective and well known direct advertising channel.

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Mobile technology further extends its service through the inclusion of the Internet on mobile phones, which assures a new service pattern. New concepts and functionalities evolve when product or information is offered through mobile technology, which has gradually included a new interactive mode termed as Mobilecommerce (Shareef, Dwivedi, & Rana, 2015). , 1998; Danaher & Rossiter, 2011; Darley, Blankson, & Luethge, 2010; Desiraju & Moorthy, 1997; Durkin, 2013; Shachaf & Hara, 2007; Stauss, 2000).

1996; Jarad, 2014). 2 Different Online Channel Media Traditional media, which have been selected for many years to display commercials as a communication channel, are functionally capable of providing one-way interaction. These media channels are typically television, newspapers and magazines, billboards, banners, leaflets, etc. These one-way interactive media, as communication channels, are traditionally used only for conveying commercial messages and, sometimes, delivering some coupons or discount benefits (Leppäniemi and Karjaluoto, 2005).

Technological compatibility and beliefs and ability to capture technological change (Technological Compatibility) 8. Connectivity with time and location sensitivity of the channel (Connectivity) 9. Flexibility of communication (Communication Flexibility) 10. Expected outcome with final experience and gratification (Outcome Gratification) 11. Task context and organizational context (like profile) (Task and Organizational Context) 12. Consumer external learning conveyed by marketers (External Learning) 13.

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