Alkis Meletiou Thesis Final ‘‘The Impact of Mobile Advertising on Customer Engagement ”.pdf (original) (raw)
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Engaging Consumers in Mobile Phone Campaigns through Online Communication M d lina Moraru (Buga
In the beginning of the social media era, the relationship between online and offline advertising was competitive in terms of efficiency and target appeal. Accordingly, account planners and copywriters started to organize campaigns on both levels, adjusting the promotional message according to each channel. Mobile phone brands were among the first to adopt this strategy. This happened because, their services were addressed to various demographics and efficient communication engages consumers in virtual communities. Moreover, the mobile phone category requires frequent updates and the most effective way to understand consumer behavior is to pursue them daily. Our research aims to analyze the online communication of four important mobile phone brands from different countries: Vodafone-Romania, Orange-France, T-Mobile-United Kingdom and Virgin Mobile-Australia. We investigated their online campaigns and brand activities between 2012 and 2014 focusing on their use of the social platform Facebook. Keywords: Facebook, advertising, mobile phones, consumers;
Customer Engagement: The Next Frontier for the Marketers 2
Customer engagement is emerging as next frontier for the marketers as there is imperative to go beyond communication and persuasion to customer experience and immersion. In fact, customer engagement is being touted as the prime functions of the Marketing. India with eclectic culture, having tech savvy, demanding urban customers on one extreme and customers deprived of good products and services in media dark places, provides unique marketing communication challenges to the marketers. Digital medium is being increasingly used for customer engagement for sharing, co-creation, problem solving, and participation, etc. This paper examines customer engagement strategies by brands involving usage of traditional media, digital media and sales promotion and events. Some of the campaigns include (Lifebuoy se haath dhoye kya?", The Tata Mumbai Marathon, Surf Excel 'Haar ko harao', Kurkure Family express, Pepsi emoji campaign, etc. to name a few. Also, the present paper attempts to examine the customer perception and understand key dimensions using multiple correspondence analysis. The study found that brands are using excitement, education exhorting, co-creating, problem solving, etc., as various modes of engagement.
The Scientific Journal for Economics & Commerce, 2024
This paper aims to investigate one of the experiential marketing tactics’ effects “experiential advertising” on the Egyptian viewer. It is studying the effect of experiential advertising (also called interactive advertising) on customer engagement. Although customer engagement has two domains online and offline, this paper focuses on online engagement because surely the internet has become the best platform for interaction with different brands. This paper also displays a combination of quantitative and qualitative data.
Impact of social media advertising on customer engagement A case study on 'The Body Shop'
Purpose – The aim of this research is to identify the impact of social media advertising on consumer engagement. The objectives of the research are to define social media and explain how it developed over the years along with the definition of customer engagement, to analyse a literature review on social media and its impact on consumer engagement, with the use of primary research tools such as questionnaires and interviews, analyse the impact of social media advertising on The Body Shop and to review the findings gathered and make recommendations for the management of The Body Shop. Methodology – As means of this research, the impact of social media advertising on customer engagement with relevance to The Body Shop. Furthermore, for the purpose of qualitative and quantitative analysis of data collection tools, questionnaires and three structured interviews were accomplished. Subsequently, convenience sampling was used with a sample size of 165 respondents within the Colombo district. Findings – The four hypothesis for the relationship between consumer engagement and the independent variables of social media were accepted. Additionally, with the aid of the SPSS software, regression values of independent variables and Cronbach alpha value-0.964, the correlation values (trust in information-0.808, interaction-0.758, electronic word of mouth-0.746 and customer satisfaction-0.824) for both independent and dependent variables along with descriptive statistics were found. Moreover, from these findings a positive correlation between the dependent and independent variables was revealed. Value-This research assists in overcoming the issues that were encountered in previously existing articles. Additionally, it develops a more functional and less complex method in which social media advertising could be used to improve customer engagement.
Consumer Engagement in the Context of Mobile Applications’ Usage
2017
Extensive use and adaptation of smartphones, tablets, and other mobile devices determined growing popularity of mobile applications among consumers. The popularity of mobile applications is closely related to the changes of consumer needs and behaviour. Moreover, the usage of mobile applications has a potential for the development of consumer engagement state through the creation of the exceptional experience. Consumer engagement in the usage of mobile applications may have an impact on consumers’ loyalty and intentions to recommend and repetitively use mobile application. Mobile applications should enable consumer engagement resulting in beneficial consumers’ solutions for enterprises. Considering results of the prior researches in this area, it is known that the main factor determining decision not to use mobile application (to delete or reject it) is a poor usability. Poor usability of mobile applications can be a result of different reasons including an inadequate selection of t...
Advertising Engagement: Conceptualization, Scale Development and Validation
Fonseca, Journal of Communication
Even though there is wide use of the advertising engagement concept in the advertising sector, only a limited number of studies have focused on the concept and the measurement of the construct. Furthermore, there is a lack of consensus regarding the conceptualization of engagement in the marketing and advertising literature. In this study, we conceptualize advertising engagement and develop a 24-item scale called ‘Engagement Towards Advertisement’ (EA), which includes two factors; behavioral intention and mental processing. The EA scale development process encompasses four studies. Study 1 consists of item generation (N = 86), expert review (N=5), and pilot study (N=65). In study 2, item purification is carried out (N=309). Study 3 encompasses scale refinement, confirmation, and validation (N=408). Study 4 deals with conducting test-retest reliability (N=52) and evaluation of the general reliability of the scale, based on the data obtained in study 3. There is strong evidence that s...
The Effects of Retailers' Mobile Advertisements to Consumer Behaviour
The International Journal of Business and Management, 2013
Nowadays, the technological changes are quite closely related to both manufacturers and consumers. Especially, the introduction of the Internet and the emergence of mobile communications in all aspects of life led to the emergence of new applications of mobile content. Rapid changes in mobile communication technologies have led to changes in firms' marketing strategies. Now that everyone has a mobile phone and carry it any time and anywhere, the companies have been forced to include tools with mobile content in their marketing practices. Thus, mobile phones have transformed as not only a tool facilitating the users’ communication but also paving the way for the emergence of concepts such as mobile marketing, mobile ads and SMS ads. Therefore, this study aims to determine consumers' attitudes towards retailers’ mobile marketing applications. For this purpose, a questionnaire was was applied among the consumers in the center of Aydin Province. The results were analyzed with SP...
The Key Qualities of a Strong Customer Engagement in the Customer-Brand Relationship Context
International Journal of Academic Research in Business and Social Sciences, 2016
A strong customer-brand engagement has become the basis in achieving sustained competitiveness and survival. To excel at engaging customers, marketing practitioners heightened the critical need of having a clear definition and understanding of the key qualities of a strong customer engagement. Due to a lack of empirical research, the nature of customer engagement has remained rather vague. Thus, the aim of this study is to bridge this gap by determining the qualities of engaged customers with respect to cognitive, emotional, behavioural and overall engagement. A sample of 600 mobile phone users were surveyed, but only 539 responses were usable. Data were analysed using descriptive analysis. The findings show that customer engagement towards the brand is relatively moderate. Comparing the engagement dimensions, customers are engaged most by behavioural drivers, followed by emotional and cognitive drivers. Moreover, customer behavioural and emotional engagements outperform the overall engagement. This paper is an important contribution to marketing literature, particularly on customer-brand engagement and provides useful managerial insights for marketing practitioners. However, having in mind only one brand and limited choice of the sample, there is a need for replication using other brands with a more extensive sample.
IAEME PUBLICAITON, 2020
The main purpose of this research is identifying predictors and outcomes of electronic brand engagement in users' mobile application. For this purpose structured questionnaire was developed to collect data and totally 334 questionnaires of DigiKala users' mobile commerce application were analyzed. The suggested research model was tested by structural equation modeling (SEM). The findings indicate that customer satisfaction and trust in with retailing stores have a positive influence on customer engagement with electronic brand in shopping via app. Moreover, the results show that customer brand engagement has a positive influence on the e-WOM and intention to the help other customers and retailer. Studying on the electronic brand engagement specially in the case of mobile applications is a novel topic and previous research on consumer behavior and digital marketing has not considered it in Iran. Another contribution of this study is examining the relationships between electronic brand engagement, its predictors and its consequences coincidently.