Mobile marketing channel : online consumer behavior

Author

• Shareef, Mahmud Akhter

Additional Author(s)

• Kumar, Vinod
• Dwivedi, Yogesh K.

Publisher

Switzerland: Springer, 2016

Language

English

ISBN

9783319312859

Series

Springer Briefs in Business

Subject(s)

• MARKETING-MANAGEMENT
• CONSUMER BEHAVIOR
• INTERNET MARKERTING-RESEARCH
• INTERNET MARKETING
• INTERNET MARKETING-SOCIAL ASPECTS
• MARKETING CHANNELS

Notes

. Bibliography: p. 123-130. Index: p. 131-132

Abstract

This book attempts to address, explore, and conceptualize the epistemological paradigms of SMS as an alternative marketing channel or in combination with other existing traditional channels. It promotes a multichannel strategy in the light of synthesized marketing distribution, consumer behavior, and information and communication technology (ICT)-related behavioral theory to develop, establish, and launch a guiding theory and practice for this emerging area. Usage of mobile phones and hand-held wireless devices is growing and diffusing so quickly that 21st century marketing managers find a great potential for this wireless channel to be the most effective media for maintaining a consumer relationship that provides the highest quality service. The emergence of SMS-based direct marketing as a distinct channel or embedded with other channels is characterized by several issues, challenges, barriers, and limitations. This book examines and postulates the following interrelated issues related to wireless marketing (particularly the SMS-based marketing channel): (i) Consumer behavior for mobile phone SMS – perception, exposure, and attention; (ii) Consumer attitudes toward SMS-based marketing channels; (iii) The scope of SMS to meet consumer service output demands from an online channel; (iv) Consumer selection criteria for mobile phone SMS channel structure; (v) Mobile channel structure as an efficient and effective consumer interaction mode; and (vi) Consumer multichannel behavior. It is important to use the SMS-based mobile channel as a radical tool of interactive marketing and seamless service marketing, as there is the opportunity to maximize, until now, unutilized benefits of this efficient and popular direct marketing channel.

Physical Dimension

Number of Page(s)

xx, 132 p.

Dimension

23 cm.

Other Desc.

ill.

Summary / Review / Table of Content

Online Consumer Behavior and Marketing
Shareef, Mahmud Akhter (et al.)
Pages 1-24

Mobile Marketing Channel
Shareef, Mahmud Akhter (et al.)
Pages 25-45

Scope of Short Messaging Service as a Marketing Channel
Shareef, Mahmud Akhter (et al.)
Pages 47-64

Effective Mobile Channel
Shareef, Mahmud Akhter (et al.)
Pages 65-88

Design of the Mobile Channel Structure
Shareef, Mahmud Akhter (et al.)
Pages 89-101

Target Marketing and Development of the Communication Channel
Shareef, Mahmud Akhter (et al.)
Pages 103-119

Conclusion
Shareef, Mahmud Akhter (et al.)
Pages 121-122

Exemplar(s)

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