Reconnoitring the comparative landscape of print and mobile media in Dubai

Suzanne L. Conner and Dennis Lee
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Suzanne L. Conner: College of Business and Computing, USA
Dennis Lee: American University in Dubai, UAE

Journal of Digital & Social Media Marketing, 2023, vol. 11, issue 3, 287-300

Abstract: This study investigates the effect of print and mobile advertising media on consumer behaviour in an advanced emerging economy. A review of current advertising expenditures in the region and pertinent literature is followed by primary research to explore the differences. The results demonstrate that mobile advertising may improve attitude towards the advertisement and be perceived as more novel. However, attitude towards the brand and purchase intention were not significantly affected by the medium. The paper goes on to consider the implications of this work for marketing communication decisions and future research.

Keywords: Dubai; mobile advertising; print advertising; marketing strategy; consumer behaviour; emerging economy (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2023:v:11:i:3:p:287-300

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