Mobile brand interaction in Southeast Asia: A comparative study

The rapid adoption of mobile technology in Southeast Asia has provided local and international brands with new opportunities to interact with consumers.

Mobile brand interaction in Southeast Asia: A comparative study

Kae Ahanonu, Patrick Biggerstaff, Aleks Flacuks, Marc Hatfield, Matt Nahman, Kala Seal, Terry Tram, Kris Woods and Daniel YerelianLoyola Marymount University, United States

Introduction

Given that most mobile phone consumers view their phone as an essential device for communication, organization, navigation and entertainment, the opportunities for brands to interact with these consumers on the mobile channel has grown significantly over the last few years. The mobile platform allows an always-on connectivity with consumers and...

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