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

Jennifer Blechar; Ioanna Constantiou; Jan Damsgaard

doi:10.1109/ICMB.2005.104

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

Jennifer Blechar, Ioanna Constantiou, Jan Damsgaard

Universitetet i Oslo

Publikation: Bidrag til bog/antologi/rapport › Bidrag til bog/antologi › Forskning › peer 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.

Originalsprog	Engelsk
Titel	Proceedings of the 4th International Conference on Mobile Business. ICMB 2005
Redaktører	Wayne Brookes, Elaine Lawrence, Robert Steele, Elizabeth Chang
Antal sider	6
Udgivelsessted	Los Alamitos, CA
Forlag	IEEE
Publikationsdato	2005
Sider	370-376
ISBN (Trykt)	0769523676, 9780769523675
DOI	https://doi.org/10.1109/ICMB.2005.104
Status	Udgivet - 2005
Begivenhed	ICMB 2005: The 4th International Conference on Mobile Business. - Sydney, Australien Varighed: 11 jul. 2005 → 13 jul. 2005 Konferencens nummer: 4

Konference

Konference	ICMB 2005: The 4th International Conference on Mobile Business.
Nummer	4
Land/Område	Australien
By	Sydney
Periode	11/07/2005 → 13/07/2005

Emneord

Markedsføring
Mobiltelefoner
Mobilkommunikation
Mobil elektronisk handel

Adgang til dokumentet

10.1109/ICMB.2005.104Licens: Ikke-specificeret

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Persistent link

Citationsformater

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title = "The Role of Marketing in the Adoption of New Mobile Services: It Is Worth the Investment",

abstract = "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.",

keywords = "Markedsf{\o}ring, Mobiltelefoner, Mobilkommunikation, Mobil elektronisk handel",

author = "Jennifer Blechar and Ioanna Constantiou and Jan Damsgaard",

year = "2005",

doi = "10.1109/ICMB.2005.104",

language = "English",

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pages = "370--376",

editor = "Wayne Brookes and Elaine Lawrence and Robert Steele and Elizabeth Chang",

booktitle = "Proceedings of the 4th International Conference on Mobile Business. ICMB 2005",

publisher = "IEEE",

address = "United States",

note = "ICMB 2005: The 4th International Conference on Mobile Business, ICMB2005 ; Conference date: 11-07-2005 Through 13-07-2005",

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Blechar, J, Constantiou, I & Damsgaard, J 2005, The Role of Marketing in the Adoption of New Mobile Services: It Is Worth the Investment. i W Brookes, E Lawrence, R Steele & E Chang (red), Proceedings of the 4th International Conference on Mobile Business. ICMB 2005. IEEE, Los Alamitos, CA, s. 370-376, ICMB 2005: The 4th International Conference on Mobile Business. , Sydney, New South Wales, Australien, 11/07/2005. https://doi.org/10.1109/ICMB.2005.104

The Role of Marketing in the Adoption of New Mobile Services : It Is Worth the Investment. / Blechar, Jennifer; Constantiou, Ioanna ; Damsgaard, Jan.

Proceedings of the 4th International Conference on Mobile Business. ICMB 2005. red. / Wayne Brookes; Elaine Lawrence; Robert Steele; Elizabeth Chang. Los Alamitos, CA : IEEE, 2005. s. 370-376.

Publikation: Bidrag til bog/antologi/rapport › Bidrag til bog/antologi › Forskning › peer review

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AB - 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.

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