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What is Individual Views

Chapter 3
Handbook of Research on Mobile Marketing Management
Aspect 3 of the LF, individual views define the perspectives, concerns and roles of a particular locale, as well as of the multiple social worlds they are in. A single perspective is how an individual sees one social world (the people and the locales), and it is dependent on the level of engagement with the center of that world, whereas multiple viewsets incorporate the individual’s views of all the social worlds with which he or she is engaged. Individuals personalize their views to suit their tasks according to their current level of engagement.
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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