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

University of Oslo

Research output: Chapter in Book/Report/Conference proceeding › Book chapter › Research › peer-review

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.

Original language	English
Title of host publication	Proceedings of the 4th International Conference on Mobile Business. ICMB 2005
Editors	Wayne Brookes, Elaine Lawrence, Robert Steele, Elizabeth Chang
Number of pages	6
Place of Publication	Los Alamitos, CA
Publisher	IEEE
Publication date	2005
Pages	370-376
ISBN (Print)	0769523676, 9780769523675
DOIs	https://doi.org/10.1109/ICMB.2005.104
Publication status	Published - 2005
Event	ICMB 2005: The 4th International Conference on Mobile Business - Sydney, Australia Duration: 11 Jul 2005 → 13 Jul 2005 Conference number: 4

Conference

Conference	ICMB 2005: The 4th International Conference on Mobile Business
Number	4
Country/Territory	Australia
City	Sydney
Period	11/07/2005 → 13/07/2005

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Cite this

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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.",

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

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

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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. in W Brookes, E Lawrence, R Steele & E Chang (eds), Proceedings of the 4th International Conference on Mobile Business. ICMB 2005. IEEE, Los Alamitos, CA, pp. 370-376, ICMB 2005: The 4th International Conference on Mobile Business, Sydney, New South Wales, Australia, 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. ed. / Wayne Brookes; Elaine Lawrence; Robert Steele; Elizabeth Chang. Los Alamitos, CA: IEEE, 2005. p. 370-376.

Research output: Chapter in Book/Report/Conference proceeding › Book chapter › Research › peer-review

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T1 - The Role of Marketing in the Adoption of New Mobile Services

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AU - Constantiou, Ioanna

AU - Damsgaard, Jan

N1 - Conference code: 4

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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.

KW - Markedsføring

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KW - Mobilkommunikation

KW - Mobil elektronisk handel

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DO - 10.1109/ICMB.2005.104

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