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Utilization of mobile advertising in B2C marketing
2008 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Mobile advertising is becoming a hot topic as wireless networking continues to develop and the number of mobile subscribers is increasing worldwide. Thus mobile phone opens up a new dimension for the marketer to build strong customer relationship by providing the customers with their desired information through mobile phones at any place any time. However, little is known about how mobile technologies and applications can be incorporated into marketing activities in contrast to internet-based advertising. The effects of mobile advertising have not been investigated sufficiently. The purpose of this study, therefore, is to provide a better understanding on how mobile advertising can be utilized in B2C marketing. In order to reach this purpose, three research questions were asked about the applications in mobile advertising, the technologies available, as well as the success factors. Using the research questions as a guide, a literature review was conducted, resulting in a conceptual framework, developed to guide the study’s data collection. In order to collect data, a qualitative approach and multiple case study strategy has been utilized, using personal interviews and limited documentation to collect data. The findings and the conclusion of this study indicate that technology acts as the primary facilitator of mobile advertising. To increase the popularity of mobile advertising applications, factors such as personalization, customer permission, control and privacy should all be considered by the companies with high importance. Companies must keep in mind that the mobile phone is a very personal device, so any services provided via mobile phone should be dealt very carefully.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, Mobile advertising, B2C marketing, communication technologies
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-44967ISRN: LTU-DUPP--08/099--SELocal ID: 2b574f63-ecdb-445c-b53c-01e9df34a0f7OAI: diva2:1018246
Subject / course
Student thesis, at least 15 credits
Educational program
Business Administration, master's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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