This research examines why and how brand owners in China adopt and use mobile media in marketing campaigns to deliver co-creation brand experiences and build consumer relationships. China represents an interesting case to study as it has leapfrogged into the age of consumer society and mobile media adoption. As the largest mobile market globally, it has experienced the intensity of mobile technology diffusion; and with it the rise of mobile consumer culture and participatory culture. Further, the rising individualism and the socio-cultural heritage in collectivism serve as a structuring tension in how mobile media is leveraged in marketing to cater to consumers' desires for individuality and social interaction. First, through expert inte...
rendered everyone an indistinguishable member of the ‘masses. ’ Citizens were identified by their da...
Empowered by the Web’s interactive and quick-response capabilities, mobile marketing is a very promi...
In recent years, the Chinese mobile phone market has grown rapidly, showing the diversification of b...
This research examines why and how brand owners in China adopt and use mobile media in marketing cam...
Digital media are relevant touch points that contribute to shape the customer journey and allow con...
Digital media are relevant touch points that contribute to shape the customer journey and allow cons...
Digital media are relevant touch points that contribute to shape the customer journey and allow cons...
Digital media are relevant touch points that contribute to shape the customer journey and allow cons...
Digital media are relevant touch points that contribute to shape the customer journey and allow cons...
Given the great potential of developing marketing campaigns delivered via mobile devices and the evo...
Given the great potential of developing marketing campaigns delivered via mobile devices and the evo...
Given the great potential of developing marketing campaigns delivered via mobile devices and the evo...
China Mobile users exceed 1.23 Billion and the population is more than 1.365.230 billion, with high ...
Professional Doctorate - Doctor of Business Administration (DBA)With the advancement of mobile devic...
Mobile devices have become an essential part of daily life last two decades. With this tendency, the...
rendered everyone an indistinguishable member of the ‘masses. ’ Citizens were identified by their da...
Empowered by the Web’s interactive and quick-response capabilities, mobile marketing is a very promi...
In recent years, the Chinese mobile phone market has grown rapidly, showing the diversification of b...
This research examines why and how brand owners in China adopt and use mobile media in marketing cam...
Digital media are relevant touch points that contribute to shape the customer journey and allow con...
Digital media are relevant touch points that contribute to shape the customer journey and allow cons...
Digital media are relevant touch points that contribute to shape the customer journey and allow cons...
Digital media are relevant touch points that contribute to shape the customer journey and allow cons...
Digital media are relevant touch points that contribute to shape the customer journey and allow cons...
Given the great potential of developing marketing campaigns delivered via mobile devices and the evo...
Given the great potential of developing marketing campaigns delivered via mobile devices and the evo...
Given the great potential of developing marketing campaigns delivered via mobile devices and the evo...
China Mobile users exceed 1.23 Billion and the population is more than 1.365.230 billion, with high ...
Professional Doctorate - Doctor of Business Administration (DBA)With the advancement of mobile devic...
Mobile devices have become an essential part of daily life last two decades. With this tendency, the...
rendered everyone an indistinguishable member of the ‘masses. ’ Citizens were identified by their da...
Empowered by the Web’s interactive and quick-response capabilities, mobile marketing is a very promi...
In recent years, the Chinese mobile phone market has grown rapidly, showing the diversification of b...