Increasing Advertising Value of Mobile Marketing - An Empirical Study of Antecedents

Authors:
Parissa Haghirian;Maria Madlberger;Andrea Tanuskova
Affiliations:
Kyushu Sangyo University, Japan;Vienna Unversity of Economics and Business Administration, Austria;Vienna Unversity of Economics and Business Administration, Austria
Venue:
HICSS '05 Proceedings of the Proceedings of the 38th Annual Hawaii International Conference on System Sciences (HICSS'05) - Track 1 - Volume 01
Year:
2005

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Abstract

Mobile marketing offers great opportunities for businesses. Marketing activities supported by mobile devices allow companies to directly communicate with their consumers without time or location barriers. Possibilities for marketers are numerous, but many aspects of mobile marketing still need further investigation. Especially, the topic of mobile advertising (m-advertising) is of major interest. M-advertising addresses consumers with individualized advertising messages via mobile devices. The underlying paper discusses the relevance of m-advertising and investigates how perceived advertising value of mobile marketing can be increased. The analysis is based on a study among consumers. All together a quota sample of 815 mobile phone users was interviewed. The results indicate that the message content is of greatest relevance for the perceived advertising value, while a high frequency of message exposure has a negative impact on it.