Towards a Better Understanding of Mobile Marketing: Theoretical Construction of Ubiquity

Shintaro Okazaki () and Felipe Mendez ()
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Shintaro Okazaki: Universidad Autónoma de Madrid
Felipe Mendez: Universidad Autónoma de Madrid

Chapter 16 in Media and Convergence Management, 2013, pp 233-246 from Springer

Abstract: Abstract While ubiquity has often been pointed out as one of the most important benefits in mobile marketing, its formal conceptualization has seldom been undertaken. In this chapter, the construct of ubiquity in mobile marketing is theorized and empirically examined. Ubiquity is conceptualized as a multidimensional construct that consists of immediacy, speed, portability, mobility, reachability, searchability, simultaneity, and continuity. These dimensions have been identified through a series of focus group interviews. A student sample provides the first validation of the construct. In closing, research implications are discussed while important limitations are recognized.

Keywords: Mobile Device; Short Message Service; Ubiquitous Computing; Theoretical Saturation; Mobile Market (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-36163-0_16

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DOI: 10.1007/978-3-642-36163-0_16

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