Mobile Marketing Channel Online Consumer Behavior
This book attempts to address, explore, and conceptualize the epistemological paradigms of SMS as an alternative marketing channel or in combination with other existing traditional channels. It promotes a multichannel strategy in the light of synthesized
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Mahmud Akhter Shareef Yogesh K. Dwivedi Vinod Kumar
Mobile Marketing Channel Online Consumer Behavior
123
SpringerBriefs in Business
More information about this series at http://www.springer.com/series/8860
Mahmud Akhter Shareef • Yogesh K. Dwivedi Vinod Kumar
Mobile Marketing Channel Online Consumer Behavior
Mahmud Akhter Shareef School of Business North South University Bashundhara, Bangladesh
Yogesh K. Dwivedi Swansea University Wales, UK
Vinod Kumar Carleton University Ottawa, ON, Canada
ISSN 2191-5482 ISSN 2191-5490 (electronic) SpringerBriefs in Business ISBN 978-3-319-31285-9 ISBN 978-3-319-31287-3 (eBook) DOI 10.1007/978-3-319-31287-3 Library of Congress Control Number: 2016934852 © The Author(s) 2016 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper This Springer imprint is published by Springer Nature The registered company is Springer International Publishing AG Switzerland
To my loving parents Mahmud Akhter Shareef To Krishna Tiwari, Akshta Tiwari, and Shiva Tiwari Yogesh K. Dwivedi To my wife Professor Uma Kumar Vinod Kumar
Foreword
The wide acceptance and reach of the Internet is allowing for emergence of new models of market and social exchange. In this book the authors specifically outline the challenges and opportunities associated with the emergence of online marketing channels. For example, authors showcase how external consumer’s technological beliefs may overlap with their traditional market attitudes to create paradoxical behavioral challenges for marketers. However, the unique aspect of this book is that authors leverage past research, examples, and rationale arguments to outline how marketers can better understand and respond to these emerging online challenges. They provide specific guidance on the design of online marketing channels by taking into account many unique aspects of online environment such as “Online Service Output Demand (SOD)” and “Online Service Output Supplied (SOS).” This book also makes an impo
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