IDEAS home Printed from https://ideas.repec.org/a/agh/journl/v12y2012p119-129.html

New mobile marketing capabilities of the Android platform

Author

Listed:
  • Piotr Gurgul

    (AGH University of Science and Technology, Department of Computer Science)

Abstract

Rapid development of the intelligent mobile devices such as smartphones and tablets created numerous opportunities for new forms of both mobile marketing and marketing in general. The emergence of smartphones complies with the drive for new ways of targeted and measurable marketing as proposed by integrated marketing communication paradigm. New technical features such as barcode scanners, QuickResponse codes, AGPS or Near Field Communication (NFC) enable high level of personalization and engagement. The Android platform additionally increases the potential of smartphone marketing. The aim of this paper is to explore new technical features available in Android 4.0 Ice Cream Sandwich and investigate their potential use in mobile marketing. The emphasize is put on the special role that NFC may play in the marketing of the future. Besides, the significant part of the paper is committed to existing ways of marketing using smartphone and indicating the superiority of Android over other platforms in terms of results.

Suggested Citation

  • Piotr Gurgul, 2012. "New mobile marketing capabilities of the Android platform," Managerial Economics, AGH University of Science and Technology, Faculty of Management, vol. 12, pages 119-129.
    • Handle: RePEc:agh:journl:v:12:y:2012:p:119-129
    as

    Download full text from publisher

    File URL: http://www.managerial.zarz.agh.edu.pl/old/Managerial%20Economics%2012%20%282012%29.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Kaplan, Andreas M., 2012. "If you love something, let it go mobile: Mobile marketing and mobile social media 4x4," Business Horizons, Elsevier, vol. 55(2), pages 129-139.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Hsieh, Jung-Kuei, 2020. "The effects of transforming mobile services into mobile promotions," Journal of Business Research, Elsevier, vol. 121(C), pages 195-208.
    2. Junhong He & Depeng Zhang & Yixia Mao, 2013. "An empirical study on consumer intention to participate in mobile marketing in China," E3 Journal of Business Management and Economics., E3 Journals, vol. 4(7), pages 156-165.
    3. repec:osf:inarxi:4gwcy_v1 is not listed on IDEAS
    4. Blanca I. Hernández-Ortega & Michael A. Stanko & Rishika Rishika & Francisco-Jose Molina-Castillo & José Franco, 2022. "Brand-generated social media content and its differential impact on loyalty program members," Journal of the Academy of Marketing Science, Springer, vol. 50(5), pages 1071-1090, September.
    5. Agnieszka Izabela Baruk & Grzegorz Wesołowski, 2021. "The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image," Energies, MDPI, vol. 14(14), pages 1-23, July.
    6. DDUNGU Racheal Mugabi & NAKIJOBA Rosemary & AWOBAMISE Ayodeji & MERAB Ariokot, 2021. "Assessment Of Social Media’S Influence On The Academic Performance Of Tertiary Institution Student," Annals of Spiru Haret University, Economic Series, Universitatea Spiru Haret, vol. 21(3), pages 167-190.
    7. Aleksandar Grubor & Olja Jaksa, 2018. "Internet Marketing as a Business Necessity," Interdisciplinary Description of Complex Systems - scientific journal, Croatian Interdisciplinary Society Provider Homepage: http://indecs.eu, vol. 16(2), pages 265-274.
    8. Yi-Wen Fan & Juo-Tzu Tseng & Yu-Hsien Fang & Zheng-Yen Li & Yea-Huey Su, 2017. "An Empirical Study of Factors Influencing the Intention to Use SNS App-The Case of Facebook," Business and Management Studies, Redfame publishing, vol. 3(1), pages 71-79, March.
    9. repec:bcp:journl:v:6:y:2022:i:11:p:86-91 is not listed on IDEAS
    10. Lenka Ližbetinová & Peter Štarchoň & Silvia Lorincová & Dagmar Weberová & Petr Průša, 2019. "Application of Cluster Analysis in Marketing Communications in Small and Medium-Sized Enterprises: An Empirical Study in the Slovak Republic," Sustainability, MDPI, vol. 11(8), pages 1-18, April.
    11. Bastos, Wilson, 2020. "“Speaking of Purchases”: How Conversational Potential Determines Consumers' Willingness to Exert Effort for Experiential Versus Material Purchases," Journal of Interactive Marketing, Elsevier, vol. 50(C), pages 1-16.
    12. Lin, Xiaolin & Li, Yibai & Wang, Xuequn, 2017. "Social commerce research: Definition, research themes and the trends," International Journal of Information Management, Elsevier, vol. 37(3), pages 190-201.
    13. Ionela-Roxana GLAVAN & Andreea MIRICA & Bogdan Narcis FIRTESCU, 2016. "The Use of Social Media for Communication In Official Statistics at European Level," Romanian Statistical Review, Romanian Statistical Review, vol. 64(4), pages 37-48, December.
    14. Peter Štarchoň & Milota Vetráková & Jozef Metke & Silvia Lorincová & Miloš Hitka & Dagmar Weberová, 2018. "Introduction of a New Mobile Player App Store in Selected Countries of Southeast Asia," Social Sciences, MDPI, vol. 7(9), pages 1-15, September.
    15. Sven Stollfuß, 2020. "Communitainment on Instagram: Fitness Content and Community-Driven Communication as Social Media Entertainment," SAGE Open, , vol. 10(2), pages 21582440209, May.
    16. Kim, Myung Ja & Lee, Choong-Ki & Bonn, Mark, 2017. "Obtaining a better understanding about travel-related purchase intentions among senior users of mobile social network sites," International Journal of Information Management, Elsevier, vol. 37(5), pages 484-496.
    17. Jean-Eric Pelet & Panagiota Papadopoulou, 2014. "Consumer behavior in the mobile environment: An exploratory study of m-commerce and social media [Comportement du consommateur dans l'environnement mobile : une étude exploratoire sur le m-commerce et les médias sociaux]," Post-Print hal-04225162, HAL.
    18. Kaplan, Andreas & Haenlein, Michael, 2020. "Rulers of the world, unite! The challenges and opportunities of artificial intelligence," Business Horizons, Elsevier, vol. 63(1), pages 37-50.
    19. Fahad Aldhaban & Tugrul Daim & Robert Harmon & Nuri Basoglu, 2020. "Technology Adoption in Emerging Regions: Case of the Smartphone in Saudi Arabia," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 17(01), pages 1-37, February.
    20. Arcuri, Maria Cristina & Gandolfi, Gino & Russo, Ivan, 2023. "Does fake news impact stock returns? Evidence from US and EU stock markets," Journal of Economics and Business, Elsevier, vol. 125.
    21. Pichler, Shaun & Kohli, Chiranjeev & Granitz, Neil, 2021. "DITTO for Gen Z: A framework for leveraging the uniqueness of the new generation," Business Horizons, Elsevier, vol. 64(5), pages 599-610.
    22. Lenka Svajdova, 2019. "Modern Marketing Communication in Tourism," Journal of International Business Research and Marketing, Inovatus Services Ltd., vol. 4(2), pages 20-23, January.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:agh:journl:v:12:y:2012:p:119-129. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lukasz Lach (email available below). General contact details of provider: https://edirc.repec.org/data/wzaghpl.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.