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Romanian Consumer Perception Towards Mobile Marketing Campaigns

Author

Listed:
  • Iacob Cătoiu
  • Daniel Adrian Gârdan

Abstract

The present article highlights the main aspects concerning consumer perception towards mobile marketing campaigns. The qualitative research conducted by the authors complete their earlier findings regarding future trends of mobile marketing and mobile media. For the Romanian market, mobile marketing campaigns and new communication techniques based upon mobile broadband are at the very beginning, mobile phone service providers and advertiser using little from the wide range of promotional possibilities offered by the new communication technology. Such as research results show, the perception of the Romanian consumers towards specific mobile marketing techniques is influenced primarily by perceptions towards mobile services in general, and there are still no brand images being associate with this new advertising channel. Yet there is consumers' willingness to use new communication channels if the messages are highly personalized and with a great extent of addressability depending on user characteristics. Evolution of marketing theory and practice in time has pointed out that marketing is a science that finds in technology a great ally, and one of the most important source for developing new concepts and applications. As regarding mobile marketing this aspect is even more conclusive because at his very root, mobile marketing is a technology driven domain.

Suggested Citation

  • Iacob Cătoiu & Daniel Adrian Gârdan, 2010. "Romanian Consumer Perception Towards Mobile Marketing Campaigns," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 2(12), pages 1-25.
    • Handle: RePEc:alu:journl:v:2:y:2010:i:12:p:25
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    File URL: http://oeconomica.uab.ro/upload/lucrari/1220102/25.pdf
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    References listed on IDEAS

    as
    1. Margherita Pagani, 2004. "Determinants of adoption of third generation mobile multimedia services," Post-Print hal-02313098, HAL.
    2. 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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    Cited by:

    1. Chen, Peng-Ting & Cheng, Joe Z. & Yu, Ya-Wen & Ju, Pei-Hung, 2014. "Mobile advertising setting analysis and its strategic implications," Technology in Society, Elsevier, vol. 39(C), pages 129-141.

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    More about this item

    Keywords

    mobile marketing; qualitative research; brand awareness; consumer attitude.;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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