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Research Paper

To encourage viral spread, companies attempt to create captivating and compelling online games. The current research examines the effects of requiring players to use skills when playing games versus rewarding players who recommend games to others.

Article

This article looks at how companies can use the upcoming General Data Protection Regulations (GDPR) in the EU to build consumer trust.

Article

This article argues that brands have to mean something, or face apathy from consumers - new research shows that brands matter in different ways from before, but they have to do something first.

Article

This essay argues that the crude collection of data resembles stalking: knowing the facts about a person does not constitute a relationship.

Article

Josh Krichefski, chief operating officer at MediaCom UK, shares the six books that have influenced him most.

Case Study

This case study describes how Carambar, the French confectionery, reactivated love for a previously iconic brand and revitalised sales.

Research Paper

This paper presents a procedure that practitioners must follow before assessing the reach-engagement relationship in a "pull" campaign.

Research Paper

With the advancement of technological platforms, the use of recommendation agents that can provide highly customisable solutions has become more ubiquitous.

Research Paper

Short message service (SMS) advertising refers to the transmission of advertising via mobile phones in the form of text-based messages (Haghirian, Madlberger, and Tanuskova 2005).

Research Paper

Mobile marketing in India is expected to reach INR 1.2 trillion by the end of 2013, an 8% increase from INR 1.1 trillion in 2012.

Article

Brands are getting social media wrong as much as they are getting it right. Research shows that social media brand activity gets almost no recall from users.

Research Paper

This paper explores and examines success factors of mobile marketing (m-marketing) using Delone and McLean's information system (IS) success model as a framework and the three major components of m-marketing: m- marketing development, m-marketing use and deployment, and m-marketing impacts.

Article

Planning is entering a world where there is more data and more research, and audience profiles have become much more sophisticated.

Research Paper

This research provides support for ease of use when it comes to adopting new technologies. That is, consumers’ motivation to use enjoyable and pleasant services like SMS can guide their perception of ease of use and usefulness.

Research Paper

India is an emerging mobile market with customer base of 826 million wireless subscribers in April 2011.

Research Paper

This article is a first and limited scope attempt at examining the market forces that are enabling the development of a mobile marketing ecosystem in a developing market such as Pakistan.

Research Paper

Increasing competitiveness, as experienced in the international economy, forced business organizations to place a larger emphasis on building valuable customer relationships.

Research Paper

The mobile phone has recently emerged as a popular channel for brand communications. However, there are some concerns about its limitations when compared to other media, such as privacy concerns and rich media paucity.

Research Paper

In India a few software companies introduced a unique model of mobile advertising. Mobile users get paid for receiving SMS ads on their mobile.

Research Paper

The proper implementation and design of registration pages is a crucial consideration in the development of websites for two reasons: First, users often navigate through them to receive future marketing communications.

Case Study

With Malaysia Day looming, it was DiGi's corporate duty to join in the sea of unity messaging directed at the Malaysian public.

Article

This paper provides an overview of the social media industry, primarily in the United States. The paper gives a snapshot summary of the emerging industry in the US, with additional sections on its development, organisation and structure, current conditions and leading companies.

Research Paper

Researchers are increasingly using internet instruments such as email and online surveys as data-collection methods.

Research Paper

This paper studies mobile marketing and the permission and user attitude for acceptance of mobile services by consumers accessed mainly by mobile phones.

Research Paper

Over the past few years mobile marketing has opened up new opportunities for firms to communicate and engage with their target audience in a more effective way.