Mobile marketing strategies : an exploratory study of the willingness for Asian customers to accept mobile advertising | |
| Author | Bochet, Romain |
| Call Number | AIT RSPR no.SM-15-10 |
| Subject(s) | Cellular telephones--Marketing Advertising Internet marketing Mobile commerce |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-15-10 |
| Abstract | The mobile industry has known a tremendous growth since the last decade and the mobile technology has been widely accepted by a majority of people around the globe. The adoption and diffusion of this technology as such a rapid pace have created new opportunities for marketers to target consumers anywhere and anytime. Beyond t he classic mobile phone, the democratization of smartphone has increased the opportunities to interact with consumers on a „one - to - one‟ relationship. It is especially true for the retail industry, where B2C stores are now able to use mobile and smartphone technologies to increase their reach beyond their physical location. However, despite those promising opportunities, there is a need to better understand the effectiveness and acceptance of mobile marketing, especially from a consumer point of view. This paper aims to explore the attitude of Asian consumers toward mobile advertising messages and their intention to adopt and be targeted through this marketing channel. Finally this study aims to provide B2C marketers especially in the retail industry with re commendations to use smartphone for a marketing purpose as efficiently as possible |
| Year | 2015 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-15-10 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Badir, Yuosre; |
| Examination Committee(s) | Donyaprueth Krairit;Vatcharapol Sukhotu; |
| Scholarship Donor(s) | EDHEC;France; |
| Degree | Research report (M. BA.) - Asian Institute of Technology, 2015 |