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Mobile advertising in the eyes of retailers and consumers - empirical evidence from a real-life experiment
Copenhagen, Denmark June 26-June 27
DOI Bookmark: http://doi.ieeecomputersociety.org/10.1109/ICMB.2006.312006 International Conference on Mobi ...
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Hanna Komulainen, Annu Ristola, Annu Ristola, Johanna Still, "Mobile advertising in the eyes of retailers and consumers - empirical evidence from a real-life experiment," Mobile Business, International Conference on, pp. 37, 2006 International Conference on Mobile Business, 2006.
 
 
BibTex
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@article{ 10.1109/ICMB.2006.31,
author = {Hanna Komulainen and Annu Ristola and Annu Ristola and Johanna Still},
title = {Mobile advertising in the eyes of retailers and consumers - empirical evidence from a real-life experiment},
journal ={Mobile Business, International Conference on},
volume = {0},
year = {2006},
isbn = {0-7695-2595-4},
pages = {37},
doi = {http://doi.ieeecomputersociety.org/10.1109/ICMB.2006.31},
publisher = {IEEE Computer Society},
address = {Los Alamitos, CA, USA},
}
 
 
RefWorks Procite/RefMan/Endnote
x 
 
TY - CONF
JO - Mobile Business, International Conference on
TI - Mobile advertising in the eyes of retailers and consumers - empirical evidence from a real-life experiment
SN - 0-7695-2595-4
SP
EP
A1 - Hanna Komulainen,
A1 - Annu Ristola,
A1 - Annu Ristola,
A1 - Johanna Still,
PY - 2006
KW - null
VL - 0
JA - Mobile Business, International Conference on
ER -
 
Hanna Komulainen, All at the University of Oulu
Annu Ristola, University of Oulu
Annu Ristola, University of Oulu
Johanna Still, University of Oulu
The future of mobile advertising (m-advertising) is expected to rely on mobile devices, enthusiastic advertisers and consumers. However, current madvertising literature has studied this phenomenon quite narrowly, focusing only on one perspective at a time. This empirically grounded paper aims to give a more multidimensional view on m-advertising, which simultaneously takes into account both retailers and consumers. It presents both qualitative and quantitative data collected from a real-life experiment of m-advertising. The empirical findings of this study describe the current challenges and possibilities in madvertising. They indicate that the technological hype round m-advertising has overshadowed the other important element of m-ads: the content.
Citation:
Hanna Komulainen, Annu Ristola, Annu Ristola, Johanna Still, "Mobile advertising in the eyes of retailers and consumers - empirical evidence from a real-life experiment," icmb, pp.37, 2006 International Conference on Mobile Business, 2006
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