IDEAS home Printed from https://ideas.repec.org/a/aza/jdsmm0/y2023v11i3p287-300.html
   My bibliography  Save this article

Reconnoitring the comparative landscape of print and mobile media in Dubai

Author

Listed:
  • Conner, Suzanne L.

    (College of Business and Computing, USA)

  • Lee, Dennis

    (American University in Dubai, UAE)

Abstract

This study investigates the effect of print and mobile advertising media on consumer behaviour in an advanced emerging economy. A review of current advertising expenditures in the region and pertinent literature is followed by primary research to explore the differences. The results demonstrate that mobile advertising may improve attitude towards the advertisement and be perceived as more novel. However, attitude towards the brand and purchase intention were not significantly affected by the medium. The paper goes on to consider the implications of this work for marketing communication decisions and future research.

Suggested Citation

  • Conner, Suzanne L. & Lee, Dennis, 2023. "Reconnoitring the comparative landscape of print and mobile media in Dubai," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 11(3), pages 287-300, December.
    • Handle: RePEc:aza:jdsmm0:y:2023:v:11:i:3:p:287-300
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/8183/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/8183/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    Dubai; mobile advertising; print advertising; marketing strategy; consumer behaviour; emerging economy;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    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:aza:jdsmm0:y:2023:v:11:i:3:p:287-300. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Henry Stewart Talks (email available below). General contact details of provider: .

    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.