The Tactical Use of Mobile Marketing: How Adolescents’ Social Networking Can Best Shape Brand Extensions

Shintaro Okazaki

The accelerating growth in mobile internet communications is giving rise to a new form of interactive marketing.

The Tactical Use of Mobile Marketing: How Adolescents' Social Networking Can Best Shape Brand Extensions

Shintaro OkazakiUniversidad Autónoma de Madrid, Spain

INTRODUCTION

Word-of-mouth communication (WOM) consists of informal communication in social networks regarding the ownership, usage, or characteristics of particular goods and services (Hennig-Thurau and Walsh, 2004). Several studies have shown that WOM tends to be highly persuasive and, in fact, may be more influential than mass media (Arndt, 1967; Bansal and Voyer, 2000; Herr, Kardes, and Kim, 1991). The impact of WOM has been especially striking in terms of product selection (Gruen, Osmonbekov, and Czaplewski, 2006), the influence...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands