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Towards a Better Understanding of Mobile Marketing: Theoretical Construction of Ubiquity

In: Media and Convergence Management

Author

Listed:
  • Shintaro Okazaki

    (Universidad Autónoma de Madrid)

  • Felipe Mendez

    (Universidad Autónoma de Madrid)

Abstract

While ubiquity has often been pointed out as one of the most important benefits in mobile marketing, its formal conceptualization has seldom been undertaken. In this chapter, the construct of ubiquity in mobile marketing is theorized and empirically examined. Ubiquity is conceptualized as a multidimensional construct that consists of immediacy, speed, portability, mobility, reachability, searchability, simultaneity, and continuity. These dimensions have been identified through a series of focus group interviews. A student sample provides the first validation of the construct. In closing, research implications are discussed while important limitations are recognized.

Suggested Citation

  • Shintaro Okazaki & Felipe Mendez, 2013. "Towards a Better Understanding of Mobile Marketing: Theoretical Construction of Ubiquity," Springer Books, in: Sandra Diehl & Matthias Karmasin (ed.), Media and Convergence Management, edition 127, chapter 16, pages 233-246, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-36163-0_16
    DOI: 10.1007/978-3-642-36163-0_16
    as

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