{"title":"Mobile advertising in the eyes of retailers and consumers - empirical evidence from a real-life experiment","authors":"Hanna Komulainen, Annu Ristola, J. Still","doi":"10.1109/ICMB.2006.31","DOIUrl":null,"url":null,"abstract":"The future of mobile advertising (m-advertising) is expected to rely on mobile devices, enthusiastic advertisers and consumers. However, current m- advertising literature has studied this phenomenon quite narrowly, focusing only on one perspective at a time. This empirically grounded paper aims to give a more multidimensional view on m-advertising, which simultaneously takes into account both retailers and consumers. It presents both qualitative and quantitative data collected from a real-life experiment of m-advertising. The empirical findings of this study describe the current challenges and possibilities in m-advertising. They indicate that the technological hype round m-advertising has overshadowed the other important element of m-ads: the content.","PeriodicalId":178916,"journal":{"name":"2006 International Conference on Mobile Business","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2006-06-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"19","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"2006 International Conference on Mobile Business","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1109/ICMB.2006.31","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 19
Abstract
The future of mobile advertising (m-advertising) is expected to rely on mobile devices, enthusiastic advertisers and consumers. However, current m- advertising literature has studied this phenomenon quite narrowly, focusing only on one perspective at a time. This empirically grounded paper aims to give a more multidimensional view on m-advertising, which simultaneously takes into account both retailers and consumers. It presents both qualitative and quantitative data collected from a real-life experiment of m-advertising. The empirical findings of this study describe the current challenges and possibilities in m-advertising. They indicate that the technological hype round m-advertising has overshadowed the other important element of m-ads: the content.