Strategic Framework for Web2 Mobile Marketing

Abstract

The purpose of this study is to develop and present a strategic framework for mobile Internet marketing in the Web 2 environment. The Web 2 mobile Internet marketing is characterized by services, such as augmented reality and social network services. Considering the changes in the effects and types of advertisements in the mobile Internet, few studies of mobile advertisements have been conducted thus far in the Web 2 environment, including the cloud computing environment. Accordingly, this research aims to identify the relationships between importance and satisfaction and to uncover the characteristics of mobile advertisements through smart phones using the IPA (Importance-performance Analysis) methodology in the Web 2 environment. To induce the minimum required characteristics of a mobile advertisement in terms of the importance and satisfaction of IPA, Kano"s model is applied to this analysis. The study also probes the relationships between the overall satisfaction and factors of each dimension of IPA through a regression analysis. As a result, this study presents four types of Web 2 mobile Internet marketing strategies. It was also confirmed that the maintenance reinforcement factors of the IPA dimension affect the degree of overall satisfaction. This study has implications for businesses and researchers preparing Web 2 mobile services and marketing.