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A Contribution to Theory Building for Mobile Marketing: Categorizing Mobile Marketing Campaigns through Case Study Research

Author

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  • Pousttchi, Key
  • Wiedemann, Dietmar Georg

Abstract

Marketing experts consider the mobile device as an extremely promising marketing tool as it supports them to cope with their major challenge: getting time and attention from customers. Current mobile marketing research mostly covers success factors and acceptance analysis. Categorization, when addressed, lacks in appropriate foundation and is not linked to objectives at all. In this article we examine 55 case studies in order to identify relevant characteristics of mobile marketing campaigns. The outcome of the paper is the derivation of four mobile marketing standard types and an examination of campaign objectives that can be addressed by mobile marketing. The proposed scheme allows to unambiguously characterize any given mobile marketing campaign and to identify the respective objectives.

Suggested Citation

  • Pousttchi, Key & Wiedemann, Dietmar Georg, 2006. "A Contribution to Theory Building for Mobile Marketing: Categorizing Mobile Marketing Campaigns through Case Study Research," MPRA Paper 2925, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:2925
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    File URL: https://mpra.ub.uni-muenchen.de/2925/1/MPRA_paper_2925.pdf
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    References listed on IDEAS

    as
    1. Bazijanec, Bettina & Pousttchi, Key & Turowski, Klaus, 2004. "An Approach for Assessment of Electronic Offers," MPRA Paper 2916, University Library of Munich, Germany.
    2. Pousttchi, Key & Wiedemann, Dietmar Georg, 2006. "Kategorisierung von mobilen Werbekampagnen [Categorization of Mobile Advertising Campaigns]," MPRA Paper 3608, University Library of Munich, Germany.
    3. Hoyer, Wayne D & Brown, Steven P, 1990. "Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(2), pages 141-148, September.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Wajeeha Aslam, Maria Batool, Zia Ul Haq, 2016. "Attitudes and Behaviors of the Mobile Phones Users towards SMS Advertising: A Study in an Emerging Economy," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 3(1), pages 68-85, March.
    2. Kubra Muge DALDAL & Sabiha KILIC, 2014. "Factors Affecting Mobile Tagging Awareness; A Research on Social Media Consumers," Journal of Economic Development, Environment and People, Alliance of Central-Eastern European Universities, vol. 3(4), pages 69-86, December.
    3. Iacob Cătoiu & Daniel Adrian Gârdan, 2010. "Romanian Consumer Perception Towards Mobile Marketing Campaigns," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 2(12), pages 1-25.
    4. Dickinger, Astrid & Kleijnen, Mirella, 2008. "Coupons going wireless: Determinants of consumer intentions to redeem mobile coupons," Journal of Interactive Marketing, Elsevier, vol. 22(3), pages 23-39.
    5. Pousttchi, Key & Wiedemann, Dietmar Georg, 2007. "Success Factors in Mobile Viral Marketing: A Multi-Case Study Approach," MPRA Paper 5736, University Library of Munich, Germany.

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    JEL classification:

    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics

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