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Mobile Marketing Channel

Online Consumer Behavior

  • Mahmud Akhter Shareef
  • Yogesh K. Dwivedi
  • Vinod Kumar

Part of the SpringerBriefs in Business book series (BRIEFSBUSINESS)

Table of contents

  1. Front Matter
    Pages i-xx
  2. Mahmud Akhter Shareef, Yogesh K. Dwivedi, Vinod Kumar
    Pages 1-24
  3. Mahmud Akhter Shareef, Yogesh K. Dwivedi, Vinod Kumar
    Pages 25-45
  4. Mahmud Akhter Shareef, Yogesh K. Dwivedi, Vinod Kumar
    Pages 47-64
  5. Mahmud Akhter Shareef, Yogesh K. Dwivedi, Vinod Kumar
    Pages 65-88
  6. Mahmud Akhter Shareef, Yogesh K. Dwivedi, Vinod Kumar
    Pages 89-101
  7. Mahmud Akhter Shareef, Yogesh K. Dwivedi, Vinod Kumar
    Pages 103-119
  8. Mahmud Akhter Shareef, Yogesh K. Dwivedi, Vinod Kumar
    Pages 121-122
  9. Back Matter
    Pages 123-132

About this book

Introduction

This book attempts to address, explore, and conceptualize the epistemological paradigms of SMS as an alternative marketing channel or in combination with other existing traditional channels. It promotes a multichannel strategy in the light of synthesized marketing distribution, consumer behavior, and information and communication technology (ICT)-related behavioral theory to develop, establish, and launch a guiding theory and practice for this emerging area. Usage of mobile phones and hand-held wireless devices is growing and diffusing so quickly that 21st century marketing managers find a great potential for this wireless channel to be the most effective media for maintaining a consumer relationship that provides the highest quality service. The emergence of SMS-based direct marketing as a distinct channel or embedded with other channels is characterized by several issues, challenges, barriers, and limitations. This book examines and postulates the following interrelated

issues related to wireless marketing (particularly the SMS-based marketing channel): (i) Consumer behavior for mobile phone SMS – perception, exposure, and attention; (ii) Consumer attitudes toward SMS-based marketing channels; (iii) The scope of SMS to meet consumer service output demands from an online channel; (iv) Consumer selection criteria for mobile phone SMS channel structure; (v) Mobile channel structure as an efficient and effective consumer interaction mode; and (vi) Consumer multichannel behavior. It is important to use the SMS-based mobile channel as a radical tool of interactive marketing and seamless service marketing, as there is the opportunity to maximize, until now, unutilized benefits of this efficient and popular direct marketing channel.

Keywords

Electronic Marketing Mobile Marketing Multichannel Behavior Online Consumer Behavior Online Marketing Channel SMS (Short Messaging Service) Service Delivery Channel

Authors and affiliations

  • Mahmud Akhter Shareef
    • 1
  • Yogesh K. Dwivedi
    • 2
  • Vinod Kumar
    • 3
  1. 1.School of BusinessNorth South UniversityBashundharaBangladesh
  2. 2.Swansea UniversityWalesUnited Kingdom
  3. 3.Carleton UniversityOttawaCanada

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-319-31287-3
  • Copyright Information The Author(s) 2016
  • Publisher Name Springer, Cham
  • eBook Packages Business and Management
  • Print ISBN 978-3-319-31285-9
  • Online ISBN 978-3-319-31287-3
  • Series Print ISSN 2191-5482
  • Series Online ISSN 2191-5490
  • Buy this book on publisher's site