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Mobile Advertising in Small Retailer Firms: How to Make the Most of It
Abstract
The mobile service landscape is changing quickly as a result of innovations in technology. Due to the emergent nature of the mobile business field, it is still unclear what kind of services will succeed and what will be the driving forces behind their success. In this study the authors identify the critical value elements of mobile advertising, in particular, and mobile services, in general. Moreover, the focus is on small retail firms that find the benefits of mobile advertising highly enticing, at the same time finding the full exploitation of this new communication medium challenging for many reasons. In line with the current understanding of value creation as a cooperative process between the service provider and the customer, the study highlights the perspectives of both advertisers and consumers. Unless both service provider (advertiser in the case of m-advertising) and customer actively engage in the co-creation of the mobile service, value creation will not reach its potential. These results also carry important implications for those managers dealing with mobile advertising and mobile services in general.
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