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An Integrative Perspective of Mobile Advertising for SMEs

An Integrative Perspective of Mobile Advertising for SMEs

Hanna Komulainen, Annu Perttunen, Pauliina Ulkuniemi
Copyright: © 2019 |Volume: 1 |Issue: 2 |Pages: 14
ISSN: 2577-5103|EISSN: 2577-5111|EISBN13: 9781522563600|DOI: 10.4018/JMME.2019070104
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MLA

Komulainen, Hanna, et al. "An Integrative Perspective of Mobile Advertising for SMEs." JMME vol.1, no.2 2019: pp.48-61. http://doi.org/10.4018/JMME.2019070104

APA

Komulainen, H., Perttunen, A., & Ulkuniemi, P. (2019). An Integrative Perspective of Mobile Advertising for SMEs. Journal of Media Management and Entrepreneurship (JMME), 1(2), 48-61. http://doi.org/10.4018/JMME.2019070104

Chicago

Komulainen, Hanna, Annu Perttunen, and Pauliina Ulkuniemi. "An Integrative Perspective of Mobile Advertising for SMEs," Journal of Media Management and Entrepreneurship (JMME) 1, no.2: 48-61. http://doi.org/10.4018/JMME.2019070104

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Abstract

Mobile advertising (m-advertising) is a subset of mobile marketing and refers to all forms of advertising via mobile phones or other mobile devices. M-advertising is becoming an important marketing channel for any type of company, notably for SMEs and small entrepreneurial start-ups and their media and communications portfolio. However, it is still unclear how to best use m-advertising for the benefit of both end-consumers and advertisers. This study explored a field experiment of new m-advertising system conducted in Finland and based on a qualitative explorative study of the critical value elements of m-advertising were identified. The findings show that the active participation of both the advertisers and end-consumers is a key determinant in making m-advertising a viable service; unless both advertiser and end-consumer actively engage in the co-creation of a m-advertising service, value creation will not reach its full potential. In addition, this study provides practical implications for the retailers on how to use m-advertising service successfully in their marketing.

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