Innovative mobile marketing via smartphones

Persaud, Ajax; Azhar, Irfan

doi:10.1108/02634501211231883

Cited by 234 publications

(142 citation statements)

References 48 publications

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“…This can be interpreted in a twofold manner. First, our results support other researchers' statements about the use of smartphones in digital marketing, which claim that the existing gap is narrowing, as more consumers from all age groups embrace mobile marketing through increased smartphone penetration [72]. A second interpretation, complementary to the previous one, involves older generations' perceptions of the utility value of mobile devices.…”

Section: Discussionsupporting

confidence: 76%

Tourists’ Risk Perception and the Use of Mobile Devices in Beach Tourism Destinations

et al. 2018

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Abstract:The perceived risk of tourists' use of smartphones is a key issue in shaping the tourist experience in terms of sustainability, as it can affect the behaviour of tourists and influence their satisfaction with that experience. However, little empirical research exists on the relationship between tourists' risk perception and the perceived value of mobile device usage. This paper measures the association between tourists' perceived risk of mobile device usage and several variables that demonstrate the perceived usefulness of mobile devices: utility, hedonic value and future intention of use. A survey on tourists' use of smartphones was conducted in 2016 and, by means of a cluster analysis, four groups of tourists were identified with significant differences in their perception of the risk and use value of smartphones. Differences between tourists suggest that a single digital tourist profile does not exist and that tourism destinations and smart tourism DMOs (destination marketing organisations) should include risk perception in their management agenda. This will allow them to achieve a better understanding of tourist behaviour and to adapt the commercialisation of tourism products and services to a wide range of tourism needs. In addition, four regression models were applied to measure the association between the risk and perceived usefulness of mobile devices. On the one hand, dependence on mobile devices was associated positively with the perceived usefulness of mobile devices. On the other hand, the tourists surveyed saw privacy risk as having a major negative impact on the tourist experience, although it did not affect their perceived utility value and future use of mobile devices. Smart tourism destination managers should bear in mind that privacy risk issues related to the use of mobile devices must be integrated into an ethical perspective when marketing a destination.

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Section: Discussionsupporting

confidence: 76%

Tourists’ Risk Perception and the Use of Mobile Devices in Beach Tourism Destinations

et al. 2018

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“…Finally, additional research should investigate how a combination of mobile touch points (eg a coupon for a free item, mobile ordering and mobile payment) influences food purchasing decisions. 42 Parents more engaged than non-parents In-store technology…”

Section: Segments and Mobile Behaviourmentioning

confidence: 99%

Mobile app-etite: Consumer attitudes towards and use of mobile technology in the context of eating behaviour

Doub

Levin

Heath

et al. 2015

J Direct Data Digit Mark Pract

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Understanding how consumers use mobile devices and mobile applications to support their eating behaviour, such as creating grocery lists, gathering meal ideas and ordering food from restaurants, is important for business, marketing and health professionals who seek to reach consumers through mobile technology. This study identified segments of users and non-users of food-related technology and described differences in their demographic characteristics, food-related app use and interest in food-related app functionality. Results revealed that 22 per cent of participants were highly engaged with technology and food, while just 12 per cent were disengaged from both. The remaining two-thirds of participants were evenly split between those who were engaged with technology and food generally but were ambivalent about food-related apps, and those who were utilitarian in their approach to food and disengaged from food-related apps. There were segment differences based on age such that younger adults (ages 18-34) were more likely to be engaged with technology and food than older adults (ages 55+). Technology and food-engaged segments reported the highest levels of use of select food-related apps, but even well-known apps were not highly used, indicating room for market expansion. Findings are discussed in the context of app development, digital advertising and nutritional health interventions.

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“…Barnes & Scornacca (2004) contended that the majority of mobile marketing services are based on short message service (SMS) which is based on simple push-based practices. Based on these practices by business organizations, Persaud & Azhar (2012) noted that future research is needed to gain clearer insights into how consumers will react to this type of marketing strategy technique considering the capabilities of modern smartphones with global positioning systems. Grant & O'Donohoe (2007) revealed that five key factors influence consumers to use mobile phones.…”

Section: Mobile Marketingmentioning

confidence: 99%

“…Karjaluoto, Lehto, Leppaniemi, & Jayawardhena (2009), for example, observed that mobile marketing is still in its early stages, and mobile marketing practices likely to go through fundamental changes as the technological applications continues to evolve. Persaud & Azhar (2012) further stress that research in mobile marketing is in its early stages, however, the literature is growing. In response to these research gaps and future investigation, this study, therefore, aims to reveal past empirical evidence to examine the influence of customer trust and privacy concerns as they affect consumers' purchase decision with regards to mobile marketing.…”

mentioning

confidence: 99%

“…Past researchers revealed that despite importance of understanding consumer preferences, there has been little prior research on consumers attitudes towards mobile marketing communications in the smartphone era, and that marketers are still struggling to harness its potentials simply because of privacy and trust related issues (Watson, McCarthy, & Rowley, 2013;Persaud & Azhar, 2012;Mort & Drennan, 2012;Muk, 2007). Business organizations, globally, make attempts to get better value for their marketing investments in a rapidly changing marketing environment.…”

mentioning

confidence: 99%

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Mobile Marketing: The Influence of Trust and Privacy Concerns on Consumers’ Purchase Intention

Gana¹,

Koce²

2016

IJMS

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The rapid proliferation of mobile phones along with the consumers' acceptance and usage has created new mobile marketing opportunities to business industry. These new technologies and communication devices emerged as new ways of conducting business known as mobile marketing. Mobile marketing allows consumers to access products and services conveniently. It has become new information and an important channel on how consumers gather, and exchange information that has created a huge potential marketing opportunities for business organizations. This development also offered marketers opportunity to promote their services and attract customers' anytime and anywhere irrespective of distance. The adoption and effective usage have been hindered by issues that bothered on consumers' trust and privacy concerns. The study found that consumer privacy risk positively influences mobile electronic marketing negatively. The study also found that consumers' trust and privacy risk will reduce the perception of risks on intention to use mobile marketing as mobile tools. It was further noted that lack of trust was found to be the major hindering factor on mobile marketing applications. To enhance consumers' trust and privacy concerns about the use of mobile marketing devices, this study suggests that personalization of services will strengthen mobile marketing among consumers'. The paper is structured into three parts: introduction, literature, a conclusion which entails marketing implications and further suggestion.

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Innovative mobile marketing via smartphones

Cited by 234 publications

References 48 publications

Tourists’ Risk Perception and the Use of Mobile Devices in Beach Tourism Destinations

Tourists’ Risk Perception and the Use of Mobile Devices in Beach Tourism Destinations

Mobile app-etite: Consumer attitudes towards and use of mobile technology in the context of eating behaviour

Mobile Marketing: The Influence of Trust and Privacy Concerns on Consumers’ Purchase Intention

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