TY - JOUR
T1 - Mobile advertising setting analysis and its strategic implications
AU - Chen, Peng Ting
AU - Cheng, Joe Z.
AU - Yu, Ya Wen
AU - Ju, Pei Hung
N1 - Funding Information:
This research was made possible by the support and assistance of a number of people whom we would like to thank. We are very grateful to the anonymous referees for their valuable comments and constructive suggestions. We would like to thank my research assistances and all the respondents for their help and valuable opinions. This research was supported by the National Science Council under grant number NSC 99-2410-H-214 -019 -MY2 .
Publisher Copyright:
© 2014 Elsevier Ltd.
Copyright:
Copyright 2014 Elsevier B.V., All rights reserved.
PY - 2014/11/1
Y1 - 2014/11/1
N2 - The study aimed to help mobile advertisers enhance their effectiveness in delivering mobile advertisements in the constantly evolving world of e-commerce. The fusion between interactive broadband mobility service and personalized advertisements has the potential to create a new business paradigm for the mobile industry. Furthermore, this paradigm and the ubiquity of mobile devices has significant potential for affecting technology and social interactions. Using the fuzzy Delphi method, this research analyzed attributes and concluded that brands, prices, promotions, preferences, and interests are key attributes for both goods and services in designing mobile advertising messages and that time is crucial only for services mobile advertising message design. In addition, this research suggests that mobile advertising companies have to collaborate to collect sufficient information and design mobile advertisements that accurately target appropriate consumers at the right time in the right place. The empirical result can serve as a guide to help goods and service providers design a personalized mobile advertising message. The advertising ecosystem and its roles are also discussed to enhance the consensus in establishing a collaboration model.
AB - The study aimed to help mobile advertisers enhance their effectiveness in delivering mobile advertisements in the constantly evolving world of e-commerce. The fusion between interactive broadband mobility service and personalized advertisements has the potential to create a new business paradigm for the mobile industry. Furthermore, this paradigm and the ubiquity of mobile devices has significant potential for affecting technology and social interactions. Using the fuzzy Delphi method, this research analyzed attributes and concluded that brands, prices, promotions, preferences, and interests are key attributes for both goods and services in designing mobile advertising messages and that time is crucial only for services mobile advertising message design. In addition, this research suggests that mobile advertising companies have to collaborate to collect sufficient information and design mobile advertisements that accurately target appropriate consumers at the right time in the right place. The empirical result can serve as a guide to help goods and service providers design a personalized mobile advertising message. The advertising ecosystem and its roles are also discussed to enhance the consensus in establishing a collaboration model.
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U2 - 10.1016/j.techsoc.2014.09.004
DO - 10.1016/j.techsoc.2014.09.004
M3 - Article
AN - SCOPUS:84914112568
SN - 0160-791X
VL - 39
SP - 129
EP - 141
JO - Technology in Society
JF - Technology in Society
ER -