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Copenhagen, Denmark
June 26, 2006 to June 27, 2006
ISBN: 0-7695-2595-4
pp: 37
Hanna Komulainen , All at the University of Oulu
Annu Ristola , University of Oulu
Annu Ristola , University of Oulu
Johanna Still , University of Oulu
ABSTRACT
The future of mobile advertising (m-advertising) is expected to rely on mobile devices, enthusiastic advertisers and consumers. However, current madvertising literature has studied this phenomenon quite narrowly, focusing only on one perspective at a time. This empirically grounded paper aims to give a more multidimensional view on m-advertising, which simultaneously takes into account both retailers and consumers. It presents both qualitative and quantitative data collected from a real-life experiment of m-advertising. The empirical findings of this study describe the current challenges and possibilities in madvertising. They indicate that the technological hype round m-advertising has overshadowed the other important element of m-ads: the content.
INDEX TERMS
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CITATION
Hanna Komulainen, Annu Ristola, Annu Ristola, Johanna Still, "Mobile advertising in the eyes of retailers and consumers - empirical evidence from a real-life experiment", ICMB, 2006, Mobile Business, International Conference on, Mobile Business, International Conference on 2006, pp. 37, doi:10.1109/ICMB.2006.31
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