Open AccessMobile Advertising Modelling for Telecommunications Industry: Focusing on the Boosting of Value Co Creation
Author(s) -
Joko Rurianto,
Ujang Sumarwan,
Budi Suharjo,
Nur Hasanah
Publication year - 2022
Publication title -
journal of telecommunications and the digital economy
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.202
H-Index - 6
ISSN - 2203-1693
DOI - 10.18080/jtde.v10n1.452
Subject(s) - telecommunications , mobile telephony , mobile service , telecommunications service , sample (material) , broadband , mobile broadband , business , service (business) , marketing , advertising , computer science , wireless , mobile radio , chemistry , chromatography
The telecommunications industry has turned into social and communication-oriented services, along with declining voice services. In line with these changes, the telecommunications industry must adjust to market changes. One of the service changes that occurred was the emergence of mobile advertising services. The aim of this research is to build a mobile advertising service model that serves to form value co-creation for the industry of mobile telecommunications in Indonesia. The study used a sample of the broadband community of users from the largest mobile telecommunications provider in Indonesia. They involved their customers as part of service delivery in the company to co-create the value. The number of participants was 284. The sampling technique that was used was non-probability sampling. The data analysis was carried out using Structural Equation Modelling (SEM). The result of this study is to find a mobile advertising model for the formation of value co-creation for the industry of mobile telecommunications.