A Technology Intervention Perspective of Mobile Marketing

Abstract

“What is the difference between mobile marketing and traditional marketing?” Will this new form of marketing be effective? How will consumers respond to this form of marketing? What will be the benefit to marketers when consumers receive this type of advertising? These are just some of the issues that marketers are concerned with in order to evaluate the mobile channels for marketing purposes and are questions that are core to computer-supported collaborative work (CSCW) and technology intervention research.