دانلود رایگان مقاله لاتین طراحی محتوای تبلیغات و موبایل مارکتینگ با پیام کوتاه از سایت الزویر
عنوان فارسی مقاله:
طراحی محتوای تبلیغات برای مواجهه با مصرف کنندگان: بازاریابی موبایل از طریق سرویس پیام کوتاه
عنوان انگلیسی مقاله:
Content design of advertisement for consumer exposure: Mobile marketing through short messaging service
سال انتشار : 2017
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بخشی از مقاله انگلیسی:
3. Conclusion, future research direction, and limitation
Finally, we conclude that this present research identified a specific stage of consumer response to thepromotional offer conducted by mobile phone SMS. This is the first step for consumer communication through mobile phone SMS. Precisely, this study has attempted to understand the effects of promotional marketing conducted through mobile phone SMS. It examined how the content can draw consumer attention and the critical driving variables which attract consumers to view and read the SMS commercials. This study is not focused on whether consumers will be persuaded by the message. To address and conceptualize consumer judgment from the content of the message, the study was primarily designed on the conceptual paradigms ofthe UTAUT2 model. In addition to the constructs of this model (excluding price value), from the review of mobile marketing literature and psychological theories, we also included three other constructs: personalization, self-concept, and trust. The study was based on an extensive market study among consumers in Bangladesh who reportedly receive numerous promotional offering on SMS from several marketers. The study then developed a parsimonious and significantly exhaustive model by refining and revising the original UTAUT2 model under the name UTAUT-CEMM. The model indicates that performance expectancy, effort expectancy, facilitating conditions, hedonic motivation, trust, personalization, and self-concept taken together have a strong effect on consumer exposure to SMS commercials due to their content. The finding of this study is focused on the unique issue of consumer behavior. We have defined the driving forces attracting consumers to view and read the promotional marketing on SMS through mobile phone communications considering the message content. These findings also have potential value to academics and marketers. The causal relations ofthe UTAUT-CEMM model suggest that consumer segmentation is the top priority for the marketers. This is based on consumer lifestyle, personality, and traits compatible with the content design that considers the wording, language, presentation, organization, andstructure ofthemessage.Ifthemarket segmentation is not appropriate and the message is not relevant to consumer external requirements and internal characteristics, consumers will not view and read those messages. In those cases, sending the message will not be effective. After market segmentation, target marketing is very appropriate for this type of promotional marketing. One-to-one marketing can be effective. While communicating with consumers, time- and location-sensitive communication has potential value for drawing consumer attention. Since consumers often read messages selectively,the reputation ofthe message sender is extremely important in persuading consumers to view and read the message. This is the first step in motivating consumers to learn the intended meaning from the message. If no members of the distribution channel − including manufacturers, wholesalers, and retailers − have enough market reputation and familiarity, promotional offers through SMS can be conveyed through a reputable third party; this has recently been termed to be performance marketing.
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کلمات کلیدی:
17. Content design of advertisement for consumer exposure ... - 中文 en.ahau.findplus.cn/?h=articles&db=edselc&an=edselc.2... Translate this page Title: Content design of advertisement for consumer exposure: Mobile marketing through short messaging service. Authors: Shareef, M.A.1. Kumar, V.1. Kumar, U.1. Dwivedi, Y.K.2. Affiliation: 1Sprott School of Business, Carleton University ; 2Emerging Markets Research Centre (EMaRC), School of Management, Swansea ... Advertising Management - Page 177 - Google Books Result https://books.google.com/books?isbn=8177588508 Batra - 2009 - Advertising If this were true, then advertisers should attempt to design ads that maximize this consumer learning of message content. ... Research into cognitive responses usually involves asking audience members during the ad exposure or just after it to write down all the thoughts that occurred to him or her during the exposure. Consumer Behavior - Page 108 - Google Books Result https://books.google.com/books?isbn=1133587674 Frank Kardes, Maria Cronley, Thomas Cline - 2014 - Business & Economics If consumers had to think carefully about every ad, each package label, and every marketing communication they saw or heard, little time would be left for anything else. According to ... Specifically, we manage our perceptual exposure by focusing our attention to things in the environment that are meaningful and appealing.
