Romanian Consumer Perception Towards Mobile Marketing Campaigns
AbstractThe present article highlights the main aspects concerning consumer perceptiontowards mobile marketing campaigns. The qualitative research conducted by the authorscomplete their earlier findings regarding future trends of mobile marketing and mobile media.For the Romanian market, mobile marketing campaigns and new communication techniquesbased upon mobile broadband are at the very beginning, mobile phone service providers andadvertiser using little from the wide range of promotional possibilities offered by the newcommunication technology. Such as research results show, the perception of the Romanianconsumers towards specific mobile marketing techniques is influenced primarily by perceptionstowards mobile services in general, and there are still no brand images being associate with thisnew advertising channel. Yet there is consumers' willingness to use new communication channelsif the messages are highly personalized and with a great extent of addressability depending onuser characteristics.Evolution of marketing theory and practice in time has pointed out that marketing is a sciencethat finds in technology a great ally, and one of the most important source for developing newconcepts and applications. As regarding mobile marketing this aspect is even more conclusivebecause at his very root, mobile marketing is a technology driven domain.
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Bibliographic InfoArticle provided by Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia in its journal Annales Universitatis Apulensis Series Oeconomica.
Volume (Year): 2 (2010)
Issue (Month): 12 ()
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mobile marketing; qualitative research; brand awareness; consumer attitude.;
Find related papers by JEL classification:
- M37 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Advertising
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
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- 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.
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