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If you love something, let it go mobile: Mobile marketing and mobile social media 4x4

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  • Kaplan, Andreas M.

Abstract

Social media applications—including collaborative projects, micro-blogs/blogs, content communities, social networking sites, and virtual worlds—have become part of the standard communication repertoire for many companies. Today, with the creation of increasingly powerful mobile devices, numerous social media applications have gone mobile and new entrants are constantly appearing. The purpose of this article is to take account of this evolution, and provide an introduction to the general topic of mobile marketing and mobile social media. Herein, we define what mobile social media is, what it is not, and how it differs from other types of mobile marketing applications. Further, we discuss how firms can make use of mobile social media for marketing research, communication, sales promotions/discounts, and relationship development/loyalty programs. We present four pieces of advice for mobile social media usage, which we refer to as the ‘Four I's’ of mobile social media. Finally, we conclude by providing some thoughts on the future evolution of this new and exciting type of application.

Suggested Citation

  • 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.
  • Handle: RePEc:eee:bushor:v:55:y:2012:i:2:p:129-139
    DOI: 10.1016/j.bushor.2011.10.009
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    References listed on IDEAS

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    1. Hoch, Stephen J & Loewenstein, George F, 1991. " Time-Inconsistent Preferences and Consumer Self-Control," Journal of Consumer Research, Oxford University Press, vol. 17(4), pages 492-507, March.
    2. Thaler, Richard H & Shefrin, H M, 1981. "An Economic Theory of Self-Control," Journal of Political Economy, University of Chicago Press, vol. 89(2), pages 392-406, April.
    3. Kaplan, Andreas M. & Haenlein, Michael, 2009. "The fairyland of Second Life: Virtual social worlds and how to use them," Business Horizons, Elsevier, vol. 52(6), pages 563-572, November.
    4. Kaplan, Andreas M. & Haenlein, Michael, 2011. "The early bird catches the news: Nine things you should know about micro-blogging," Business Horizons, Elsevier, vol. 54(2), pages 105-113.
    5. Kaplan, Andreas M. & Haenlein, Michael, 2011. "The early bird catches the news: Nine things you should know about micro-blogging," Business Horizons, Elsevier, vol. 54(2), pages 105-113, March.
    6. Kaplan, Andreas M. & Haenlein, Michael, 2011. "Two hearts in three-quarter time: How to waltz the social media/viral marketing dance," Business Horizons, Elsevier, vol. 54(3), pages 253-263, May.
    7. LAURENT, Gilles & CHANDON, Pierre & WANSINK, Brian, 2000. "A benefit congruency framework of sales promotion effectiveness," Les Cahiers de Recherche 698, HEC Paris.
    8. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    9. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. " Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Oxford University Press, vol. 10(2), pages 135-146, September.
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    Cited by:

    1. Gurgul, Piotr, 2012. "New Mobile Marketing Capabilities of the Android Platform," MPRA Paper 68577, University Library of Munich, Germany, revised 2012.
    2. 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.
    3. 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.
    4. Pucciarelli, Francesca & Kaplan, Andreas, 2016. "Competition and strategy in higher education: Managing complexity and uncertainty," Business Horizons, Elsevier, vol. 59(3), pages 311-320.
    5. Kaplan, Andreas & Haenlein, Michael, 2014. "Collaborative projects (social media application): About Wikipedia, the free encyclopedia," Business Horizons, Elsevier, vol. 57(5), pages 617-626.
    6. Kaplan, Andreas M. & Haenlein, Michael, 2016. "Higher education and the digital revolution: About MOOCs, SPOCs, social media, and the Cookie Monster," Business Horizons, Elsevier, vol. 59(4), pages 441-450.
    7. Goran Pajnic & Davor Bosnjakovic & Ivan Kelic, 2014. "The Potential Of Mobile Applicationsin Organization And Promotion," Interdisciplinary Management Research, Josip Juraj Strossmayer University of Osijek, Faculty of Economics, Croatia, vol. 10, pages 296-303.
    8. Berman, Barry, 2016. "Planning and implementing effective mobile marketing programs," Business Horizons, Elsevier, vol. 59(4), pages 431-439.

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