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

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    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 languageEnglish
    Title of host publicationProceedings of the 4th International Conference on Mobile Business. ICMB 2005
    EditorsWayne Brookes, Elaine Lawrence, Robert Steele, Elizabeth Chang
    Number of pages6
    Place of PublicationLos Alamitos, CA
    PublisherIEEE
    Publication date2005
    Pages370-376
    ISBN (Print)0769523676, 9780769523675
    DOIs
    Publication statusPublished - 2005
    EventICMB 2005: The 4th International Conference on Mobile Business - Sydney, Australia
    Duration: 11 Jul 200513 Jul 2005
    Conference number: 4

    Conference

    ConferenceICMB 2005: The 4th International Conference on Mobile Business
    Number4
    CountryAustralia
    CitySydney
    Period11/07/200513/07/2005

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