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

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  • Chen, Peng-Ting
  • Hsieh, Hsin-Pei

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.

Suggested Citation

  • Chen, Peng-Ting & Hsieh, Hsin-Pei, 2012. "Personalized mobile advertising: Its key attributes, trends, and social impact," Technological Forecasting and Social Change, Elsevier, vol. 79(3), pages 543-557.
    • Handle: RePEc:eee:tefoso:v:79:y:2012:i:3:p:543-557
    DOI: 10.1016/j.techfore.2011.08.011
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    Citations

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    Cited by:

    1. Cecere, Grazia & Le Guel, Fabrice & Soulié, Nicolas, 2012. "Perceived Internet privacy concerns on social network in Europe," MPRA Paper 41437, University Library of Munich, Germany.
    2. Elisa Baraibar-Diez & Manuel Luna & María D. Odriozola & Ignacio Llorente, 2020. "Mapping Social Impact: A Bibliometric Analysis," Sustainability, MDPI, vol. 12(22), pages 1-20, November.
    3. Indu Uprety & Amit Chaudhary, 2017. "Tri-service model: a concept of service quality," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 8(2), pages 823-835, November.
    4. Martins, José & Costa, Catarina & Oliveira, Tiago & Gonçalves, Ramiro & Branco, Frederico, 2019. "How smartphone advertising influences consumers' purchase intention," Journal of Business Research, Elsevier, vol. 94(C), pages 378-387.
    5. Ganesh Dash & Debarun Chakraborty, 2021. "Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19," Sustainability, MDPI, vol. 13(12), pages 1-19, June.
    6. Carmen Balan & Mirela-Patricia Zegreanu, 2012. "Insights into the Development of the Market of Mobile Marketing Services in Romania," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 14(Special N), pages 786-801, November.
    7. Woo, JongRoul & Choi, Jae Young & Shin, Jungwoo & Lee, Jongsu, 2014. "The effect of new media on consumer media usage: An empirical study in South Korea," Technological Forecasting and Social Change, Elsevier, vol. 89(C), pages 3-11.
    8. Richard C. Hanna & Scott D. Swain & Paul D. Berger, 2016. "Optimizing time-limited price promotions," Journal of Marketing Analytics, Palgrave Macmillan, vol. 4(2), pages 77-92, July.
    9. Alfnes, Frode & Wasenden, Ole Christian, 2022. "Your privacy for a discount? Exploring the willingness to share personal data for personalized offers," Telecommunications Policy, Elsevier, vol. 46(7).
    10. Chen, Peng-Ting & Cheng, Joe Z. & Yu, Ya-Wen & Ju, Pei-Hung, 2014. "Mobile advertising setting analysis and its strategic implications," Technology in Society, Elsevier, vol. 39(C), pages 129-141.
    11. Wu, Po-Hsuan & Lin, Chieh-Peng, 2016. "Learning to foresee the effects of social identity complexity and need for social approval on technology brand loyalty," Technological Forecasting and Social Change, Elsevier, vol. 111(C), pages 188-197.
    12. Kuntner, Tobias & Teichert, Thorsten, 2016. "The scope of price promotion research: An informetric study," Journal of Business Research, Elsevier, vol. 69(8), pages 2687-2696.
    13. Jun, Seung-Pyo & Park, Do-Hyung & Yeom, Jaeho, 2014. "The possibility of using search traffic information to explore consumer product attitudes and forecast consumer preference," Technological Forecasting and Social Change, Elsevier, vol. 86(C), pages 237-253.
    14. Nor Hazlina Hashim & Normalini & Norhazlina Sajali, 2018. "The Influence Factors Towards Mobile Advertising Message Content on Consumer Purchase Intention," Global Business Review, International Management Institute, vol. 19(5), pages 1187-1206, October.

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