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Outlining a New Approach to Study Mobile Marketing: Relevancy as a Primary Mediating Construct to Understand Mobile Advertising Effectiveness 概述研究移动营销的新方法:相关性作为理解移动广告有效性的主要中介结构

Proceedings of the 2019 International Conference on E-business and Mobile Commerce Pub Date : 2019-05-22 DOI: 10.1145/3332324.3332326

Claudio Schapsis, Larry Chiagouris

{"title":"Outlining a New Approach to Study Mobile Marketing: Relevancy as a Primary Mediating Construct to Understand Mobile Advertising Effectiveness","authors":"Claudio Schapsis, Larry Chiagouris","doi":"10.1145/3332324.3332326","DOIUrl":"https://doi.org/10.1145/3332324.3332326","url":null,"abstract":"Mobile Marketing is a relatively new field. Many articles attempt to understand, define, encapsulate, find best practices, and describe marketing use applications on mobile devices. A significant part of the research on mobile marketing and mobile advertising focuses on the technology or functionality perspective, i.e., QR Codes, MMS and SMS, APPS, and Smart Tags/Proximity technology implementations, User Interface, and Payments to name a few. Researchers try to understand how consumers' attitudes are formed and influenced by Mobile Marketing, in many cases using models that studied technology acceptance (TAM, UTAUT, etc.). The authors contend that there is a critical misconception in the study of Mobile Marketing. It is argued here that different from extant research, \"mobile\" in the context of \"mobile marketing\" is not a technology, it is a medium. That medium can be highly customized, even considered as a one to one conversation. Consequently, different from current research, it is claimed here that consumer intention, acceptance, and redemption of mobile offers are affected directly not by technological, situational, or contextual factors, but through a primary mediating construct: Relevancy or \"Agent R\". Drawing concepts from the Relevance Theory we offer a new perspective on how to study the effects of mobile advertising on consumer behavior; opening a new field of study, that will focus on how to enhance the \"Agent R\" construct. We theorize that previously studied factors that affect mobile consumer's behavior are antecedents of the \"Agent R\" and that without relevancy all those factors are immaterial. This change of paradigm on the investigation of mobile advertising will have direct practical consequences too. The Holy Grail of marketers will be to find ways to win the relevance game, enhancing immediate customer value and improving return on advertising expenditures.","PeriodicalId":198918,"journal":{"name":"Proceedings of the 2019 International Conference on E-business and Mobile Commerce","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-05-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128635250","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

Design Thinking Approach for Product Innovation Design of Educational Toys 益智玩具产品创新设计的设计思维方法

Proceedings of the 2019 International Conference on E-business and Mobile Commerce Pub Date : 2019-05-22 DOI: 10.1145/3332324.3332337

Ahmad Naufal, A. Suzianti

引用次数: 2

Implementation of Design Thinking Approach In Designing Learning Support Tools In The Classroom For Hearing Impaired Person: Case Study: Elementary School Students in SLB-B Santi Rama 设计思维方法在听力障碍学生课堂学习辅助工具设计中的应用:以Santi - Rama小学SLB-B学生为例

Proceedings of the 2019 International Conference on E-business and Mobile Commerce Pub Date : 2019-05-22 DOI: 10.1145/3332324.3332338

A. Suzianti, Hajid Naufal Atthousi

{"title":"Implementation of Design Thinking Approach In Designing Learning Support Tools In The Classroom For Hearing Impaired Person: Case Study: Elementary School Students in SLB-B Santi Rama","authors":"A. Suzianti, Hajid Naufal Atthousi","doi":"10.1145/3332324.3332338","DOIUrl":"https://doi.org/10.1145/3332324.3332338","url":null,"abstract":"The absence of adequate accommodation for the hearing-impaired in the Education field is one of the problems in Indonesia nowadays. Teaching aids or learning support tools as accommodation can help the deaf to accelerate and improve the quality of their education. This research uses design thinking approach in designing the tool so that the result of the design is in accordance with the needs and desires of the users, which are deaf elementary students age 8-10. Started from the empathy phase until the define phase which obtained that the target users have a need and desire to learn the vocabulary with ease and fun then proceed with the ideation phase with stakeholders and prototyping to generate ideas and create the teaching aids in accordance with their needs and desires in the form of an arcade game with card of words and ended with the testing phase which shows that the tool is able to improve visual receptive language comprehension of 8.07% and visual expressive language of 77.74% in a fun way. This research has produced a teaching aids designed with design thinking approach which can improve the quality of their learning in school in accordance with the needs and desires of hearing-impaired elementary school students and has been validated by stakeholders.","PeriodicalId":198918,"journal":{"name":"Proceedings of the 2019 International Conference on E-business and Mobile Commerce","volume":"26 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-05-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115850405","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

Research on the Key Data Security Based on OA System 基于OA系统的关键数据安全研究

Proceedings of the 2019 International Conference on E-business and Mobile Commerce Pub Date : 2014-09-01 DOI: 10.1145/3332324.3332339

Qiang Li, Kui Yang, Tianji Wu

引用次数: 0

Proceedings of the 2019 International Conference on E-business and Mobile Commerce 2019年电子商务与移动商务国际会议论文集

Proceedings of the 2019 International Conference on E-business and Mobile Commerce Pub Date : 1900-01-01 DOI: 10.1145/3332324

引用次数: 0