This qualitative study explored the factors affecting mobile marketing acceptance and adoption. Unlike existing studies that investigated the mobile marketing adoption factors from the end users' perspective, this study has explored the challenges, opportunities, and implications of the state of...

Different companies need to spread the word about products; advertising agencies need to make rational decisions, simplify decision-making, find the best alternative, and increase the reach of potential users. While demographic, geographic, etc. factors are recognized when selecting advertising...

In this paper, we address the issue of the appropriate market structure in European mobile markets by presenting empirical evidence on the effect of the number of MNO on investment. Using a structural entry model based on a country-level dataset of 28 European countries, we find that, in average...

The COVID-19 pandemic is changing consumer behaviour, where consumers are shifting their activities toward digital activities. One of the popular advertising media among digital natives during the COVID-19 pandemic is digital influencers. Brands and marketers should use digital advertising and...

"This cutting-edge text brings together a diverse range of scholars and practitioners to examine how digital has become the default space for advertising - in practice, communication, and commercial process. Providing a wide-ranging and multi-disciplinary account of a complex contemporary moment...

Apps are transforming mobility market research. This study explores how app-based technologies and AI are empowering mobility providers to gather and analyze data. Using case studies from SBB, it highlights innovative strategies for understanding customer behavior and fostering sustainable...

The buzz word digital marketing has mushroomed the market of customers to make the purchase online. With the coming up of unprecedented COVID-19 circumstances have completely changed. The customers now look for those products that are readily available on an online platform instead of physically...

Many individuals are unaware of the complex behind the scenes processes which facilitate the delivery of digital advertisements on web pages. One such process, known as Real-Time Bidding, involves an automated auction between advertisers, executed in the time that it takes for a user to load a...

Facebook ads are widely used by companies around the world who spend significant budget on this promotional tool. We focus in this research on financial returns of Facebook ads designed towards reaching sales (conversions), particularly short-term profitability. The aim of this research is to...

The UNSW Allens Hub for Technology Law and Innovation and Australian Society of Computers and Law made a joint submission to the ACCC’s Digital Advertising Services Inquiry: Interim Report, focusing on:• the scope and focus of the inquiry;• the analysis of issues at the intersection of...

Digital footprints of the consumers are an invaluable resource for the digital advertising industry. First and third-party data collectors track these digital footprints to predict the needs and expectations of consumers based on their online activities and deliver them personalized content and...

With the growing ubiquity of mobile devices, mobile website and mobile app have become the key channels for firms to engage with mobile users. Does a firm need to introduce a new mobile app if it already has a mobile website? Prior studies have attempted to examine the channel interaction...

Abstract The pilot research is often intended to gather preliminary information and is usually based on a small set of observations to help decide how to conduct a more extensive study. The present pilot study is intended to provide preliminary results regarding various aspects of mobile...

Manuscript type: Research Article Research Aims: Kim's previous study proposed a web advertising model such as personalization and flow theory toward purchase intention and its antecedents. The current research will re-assess the model in Indonesia. Design/methodology/approach: Using Structural...

Digital marketing plays a vital role in this competitive world and considered as a new form of marketing and provided new opportunities for companies to do businesses for 24 hours in a week. It helps to contact the person face to face. The study has been conducted to know the awareness about...

We consider competing mobile marketers that complement geo-targeting with behavior-based pricing and send personalized offers to customers. Firms observe consumers’ locations and can infer their (heterogeneous) responsiveness to discounts from purchase histories. The overall profit effect of...