Framework for Mobile Marketing: The Locales Framework

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: © 2012 |Pages: 20
DOI: 10.4018/978-1-4666-1598-4.ch010
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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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According to the marketing literature, the perspective of mobile marketing is often related to consumers’ traits and behaviors such as acceptance, attitude, experiences, responsiveness and perception. These have been have been intensively investigated over the past few years by Barwise and Strong (2002), Bauer et al. (2005), Haghirian and Madlberger (2005), Okazaki (2004), Rohm and Sultan (2006), and Tsang et al. (2004). Much of this research was conducted using a single research approach such as interview, experiment or survey. This form of research mainly focuses on the characteristics of individuals in terms of how they view mobile marketing. The outcomes from the analyses may provide justifications for the phenomenon studied but they are not thorough enough to comprehensively detail the full mobile marketing concept (Gopal & Tripathi, 2006).

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