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Mobile Marketing – An empirical study of Smartphone devices as a marketing tool to build brand equity

Guth, Axel and Krook, Alexander (2011) FEKP90 20111
Department of Business Administration
Abstract
The purpose of this thesis is to gain deeper understanding of Smartphones as a marketing communication channel and to identify the key success factors. The aim is to be able to develop our own framework for successful mobile marketing, which pitfalls to avoid and which factors to emphasize, by reviewing previous studies and further develop these by applying them to a case study, which will enable a framework tailored for a specific purpose. We will also study the whole development of a mobile marketing campaign from a communication agency perspective, in order to gain deeper understanding of this process. This study is based on a qualitative case study, with an abductive approach, of the development and implementation of a Smartphone app... (More)
The purpose of this thesis is to gain deeper understanding of Smartphones as a marketing communication channel and to identify the key success factors. The aim is to be able to develop our own framework for successful mobile marketing, which pitfalls to avoid and which factors to emphasize, by reviewing previous studies and further develop these by applying them to a case study, which will enable a framework tailored for a specific purpose. We will also study the whole development of a mobile marketing campaign from a communication agency perspective, in order to gain deeper understanding of this process. This study is based on a qualitative case study, with an abductive approach, of the development and implementation of a Smartphone app as a marketing tool. A theoretical framework has been developed from a literature review, and further developed from our empirical research. Our theoretical framework begins with a review of common aims with mobile marketing, the possible gains. This section is followed by characteristics of the marketing and the app which has influence on the possible gains. This theoretical base is in the next section expanded to include those factors that has influence on the creation process of the app. The theory chapter is closed with a summarizing table and a process model. The empirical foundation is based on semi-structured interviews, questionnaires and focus groups. The interviews and questionnaires has been made with people involved in the development of the application, and with people that in some way possess a deep understanding of the areas of our study. The result in this study has shown that many successful determinants identified in previous studies still are vital in modern mobile marketing, despite the rapid technological development. Smartphone technology does however open up for unique marketing possibilities which lead up to some minor changes and new considerations in current mobile marketing theory. This study illustrates how critical determinants of mobile marketing, combined with innovative ideas, can tailor mobile marketing towards specific aims as a strategic tool in a companies set of marketing activities. (Less)
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author
Guth, Axel and Krook, Alexander
supervisor
organization
course
FEKP90 20111
year
type
H1 - Master's Degree (One Year)
subject
keywords
management, Företagsledning, Management of enterprises, communication agency, creativity, brand equity, Mobile marketing, mobile applications
language
Swedish
id
1979867
date added to LUP
2011-05-20
date last changed
2012-11-13 11:24:48
@misc{1979867,
  abstract     = {The purpose of this thesis is to gain deeper understanding of Smartphones as a marketing communication channel and to identify the key success factors. The aim is to be able to develop our own framework for successful mobile marketing, which pitfalls to avoid and which factors to emphasize, by reviewing previous studies and further develop these by applying them to a case study, which will enable a framework tailored for a specific purpose. We will also study the whole development of a mobile marketing campaign from a communication agency perspective, in order to gain deeper understanding of this process. This study is based on a qualitative case study, with an abductive approach, of the development and implementation of a Smartphone app as a marketing tool. A theoretical framework has been developed from a literature review, and further developed from our empirical research. Our theoretical framework begins with a review of common aims with mobile marketing, the possible gains. This section is followed by characteristics of the marketing and the app which has influence on the possible gains. This theoretical base is in the next section expanded to include those factors that has influence on the creation process of the app. The theory chapter is closed with a summarizing table and a process model. The empirical foundation is based on semi-structured interviews, questionnaires and focus groups. The interviews and questionnaires has been made with people involved in the development of the application, and with people that in some way possess a deep understanding of the areas of our study. The result in this study has shown that many successful determinants identified in previous studies still are vital in modern mobile marketing, despite the rapid technological development. Smartphone technology does however open up for unique marketing possibilities which lead up to some minor changes and new considerations in current mobile marketing theory. This study illustrates how critical determinants of mobile marketing, combined with innovative ideas, can tailor mobile marketing towards specific aims as a strategic tool in a companies set of marketing activities.},
  author       = {Guth, Axel and Krook, Alexander},
  keyword      = {management,Företagsledning,Management of enterprises,communication agency,creativity,brand equity,Mobile marketing,mobile applications},
  language     = {swe},
  note         = {Student Paper},
  title        = {Mobile Marketing – An empirical study of Smartphone devices as a marketing tool to build brand equity},
  year         = {2011},
}