The Role of Marketing in the Adoption of New Mobile Services: It Is Worth the Investment

    Publikation: Bidrag til bog/antologi/rapportBidrag til bog/antologiForskningpeer review

    Abstrakt

    Marketing as a method to increase product exposure is widely assumed to have a positive influence on the acceptance and adoption of new technology. This is especially the case with new mobile services, where significant investments are being made in an effort to spread awareness of new products and services available, with the purpose of positively influencing attitudes towards their adoption. This article, however, presents a different view. It illustrates that attitudes towards services available through a new mobile portal were not only unchanged, but became less favorable despite increased exposure to these services including continuous mass-marketing efforts. This poses the question if investments in mass-marketing are indeed fruitful in the mobile services arena.
    OriginalsprogEngelsk
    TitelProceedings of the 4th International Conference on Mobile Business. ICMB 2005
    RedaktørerWayne Brookes, Elaine Lawrence, Robert Steele, Elizabeth Chang
    Antal sider6
    UdgivelsesstedLos Alamitos, CA
    ForlagIEEE
    Publikationsdato2005
    Sider370-376
    ISBN (Trykt)0769523676, 9780769523675
    DOI
    StatusUdgivet - 2005
    BegivenhedICMB 2005: The 4th International Conference on Mobile Business. - Sydney, Australien
    Varighed: 11 jul. 200513 jul. 2005
    Konferencens nummer: 4

    Konference

    KonferenceICMB 2005: The 4th International Conference on Mobile Business.
    Nummer4
    LandAustralien
    BySydney
    Periode11/07/200513/07/2005

    Emneord

    • Markedsføring
    • Mobiltelefoner
    • Mobilkommunikation
    • Mobil elektronisk handel

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