An Integrative Perspective of Mobile Advertising for SMEs | Zendy

Hanna Komulainen | Zendy; Annu Perttunen | Zendy; Pauliina Ulkuniemi | Zendy

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An Integrative Perspective of Mobile Advertising for SMEs

Author(s) -

Hanna Komulainen,

Annu Perttunen,

Pauliina Ulkuniemi

Publication year - 2019

Publication title -

journal of media management and entrepreneurship

Language(s) - English

Resource type - Journals

eISSN - 2577-5111

pISSN - 2577-5103

DOI - 10.4018/jmme.2019070104

Subject(s) - advertising , advertising research , business , advertising campaign , native advertising , advertising account executive , online advertising , service (business) , portfolio , marketing , value (mathematics) , perspective (graphical) , search advertising , mobile marketing , digital marketing , the internet , computer science , finance , machine learning , artificial intelligence , world wide web

Mobileadvertising(m-advertising)isasubsetofmobilemarketingandreferstoallformsofadvertising via mobile phones or other mobile devices. M-advertising is becoming an important marketing channelforanytypeofcompany,notablyforSMEsandsmallentrepreneurialstart-upsandtheir mediaandcommunicationsportfolio.However,itisstillunclearhowtobestusem-advertisingfor thebenefitofbothend-consumersandadvertisers.Thisstudyexploredafieldexperimentofnew m-advertisingsystemconductedinFinlandandbasedonaqualitativeexplorativestudyofthecritical valueelementsofm-advertisingwereidentified.Thefindingsshowthattheactiveparticipationof boththeadvertisersandend-consumersisakeydeterminantinmakingm-advertisingaviableservice; unlessbothadvertiserandend-consumeractivelyengageintheco-creationofam-advertisingservice, valuecreationwillnotreachitsfullpotential.Inaddition,thisstudyprovidespracticalimplications fortheretailersonhowtousem-advertisingservicesuccessfullyintheirmarketing. KEywoRdS Advertisers, End-Consumers, Field Experiment, Finland, Mobile Marketing Management, Mobile Media, Mobile Service, Value Creation, Value Elements

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