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What is Civic Structure

Chapter 3
Handbook of Research on Mobile Marketing Management
Aspect 2 of the LF, civic structure show how locales involve and interaction with each other. It concerns the facilitation of interaction with the wider community within and beyond a person’s known social worlds and locales. In addition, gaining understanding of locales requires prior knowledge of events and or actions, along with a reasonable expectation of what events are to follow.
Published in Chapter:
Framework for Mobile Marketing: The Locales Framework
Dennis Lee (American University in Dubai, UAE), Ralf Muhlberger (The University of Queensland, Australia), and Mark Brown (The University of Queensland, Australia)
Copyright: © 2010 |Pages: 21
DOI: 10.4018/978-1-60566-074-5.ch003
Abstract
This chapter suggests that mobile marketing research take an Interaction Design approach through the adoption of the Locales Framework as an alternative perspective to investigate the context of mobile marketing. The research shows how such an approach can integrate marketing and new technology research, highlighting the issues and opportunities brought about by the technology within a domain context, i.e. mobile marketing. Given that there are not many theoretically based frameworks available to support mobile marketing research, the application of this framework provides a roadmap for future research in mobile marketing and helps build the body of knowledge in this field.
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