Abstract
The purpose of this study is to develop and present a strategic framework for mobile Internet marketing in the Web2 environment. The Web2 mobile Internet marketing is characterized by services, such as augmented reality and social network services. Considering the changes in the effects and types of advertisements in the mobile Internet, few studies of mobile advertisements have been conducted thus far in the Web2 environment, including the cloud computing environment. Accordingly, this research aims to identify the relationships between importance and satisfaction and to uncover the characteristics of mobile advertisements through smart phones using the IPA (Importance-performance Analysis) methodology in the Web2 environment. To induce the minimum required characteristics of a mobile advertisement in terms of the importance and satisfaction of IPA, Kano's model is applied to this analysis. The study also probes the relationships between the overall satisfaction and factors of each dimension of IPA through a regression analysis. As a result, this study presents four types of Web2 mobile Internet marketing strategies. It was also confirmed that the maintenance reinforcement factors of the IPA dimension affect the degree of overall satisfaction. This study has implications for businesses and researchers preparing Web2 mobile services and marketing.
| Original language | English |
|---|---|
| Pages (from-to) | 2087-2102 |
| Number of pages | 16 |
| Journal | KSII Transactions on Internet and Information Systems |
| Volume | 5 |
| Issue number | 11 |
| DOIs | |
| Publication status | Published - 2011 Nov 29 |
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All Science Journal Classification (ASJC) codes
- Information Systems
- Computer Networks and Communications
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Strategic framework for web2 mobile marketing. / Lee, Bong Gyou; Seo, Hyunsik; Kim, Yong Beom; Park, Soo Kyung; Kim, Taisiya.
In: KSII Transactions on Internet and Information Systems, Vol. 5, No. 11, 29.11.2011, p. 2087-2102.Research output: Contribution to journal › Article
TY - JOUR
T1 - Strategic framework for web2 mobile marketing
AU - Lee, Bong Gyou
AU - Seo, Hyunsik
AU - Kim, Yong Beom
AU - Park, Soo Kyung
AU - Kim, Taisiya
PY - 2011/11/29
Y1 - 2011/11/29
N2 - The purpose of this study is to develop and present a strategic framework for mobile Internet marketing in the Web2 environment. The Web2 mobile Internet marketing is characterized by services, such as augmented reality and social network services. Considering the changes in the effects and types of advertisements in the mobile Internet, few studies of mobile advertisements have been conducted thus far in the Web2 environment, including the cloud computing environment. Accordingly, this research aims to identify the relationships between importance and satisfaction and to uncover the characteristics of mobile advertisements through smart phones using the IPA (Importance-performance Analysis) methodology in the Web2 environment. To induce the minimum required characteristics of a mobile advertisement in terms of the importance and satisfaction of IPA, Kano's model is applied to this analysis. The study also probes the relationships between the overall satisfaction and factors of each dimension of IPA through a regression analysis. As a result, this study presents four types of Web2 mobile Internet marketing strategies. It was also confirmed that the maintenance reinforcement factors of the IPA dimension affect the degree of overall satisfaction. This study has implications for businesses and researchers preparing Web2 mobile services and marketing.
AB - The purpose of this study is to develop and present a strategic framework for mobile Internet marketing in the Web2 environment. The Web2 mobile Internet marketing is characterized by services, such as augmented reality and social network services. Considering the changes in the effects and types of advertisements in the mobile Internet, few studies of mobile advertisements have been conducted thus far in the Web2 environment, including the cloud computing environment. Accordingly, this research aims to identify the relationships between importance and satisfaction and to uncover the characteristics of mobile advertisements through smart phones using the IPA (Importance-performance Analysis) methodology in the Web2 environment. To induce the minimum required characteristics of a mobile advertisement in terms of the importance and satisfaction of IPA, Kano's model is applied to this analysis. The study also probes the relationships between the overall satisfaction and factors of each dimension of IPA through a regression analysis. As a result, this study presents four types of Web2 mobile Internet marketing strategies. It was also confirmed that the maintenance reinforcement factors of the IPA dimension affect the degree of overall satisfaction. This study has implications for businesses and researchers preparing Web2 mobile services and marketing.
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UR - http://www.scopus.com/inward/citedby.url?scp=82755186147&partnerID=8YFLogxK
U2 - 10.3837/tiis.2011.11.012
DO - 10.3837/tiis.2011.11.012
M3 - Article
VL - 5
SP - 2087
EP - 2102
JO - KSII Transactions on Internet and Information Systems
JF - KSII Transactions on Internet and Information Systems
SN - 1976-7277
IS - 11
ER -