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Keywords: Mobile marketing
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2023) 35 (2): 472–492.
Published: 24 March 2022
...Liang Xiao; Shu Wang Purpose The rapid growth of m-commerce and mobile marketing has flooded the users with homogeneous contents that raise little user interest making the users' browsing pattern on these contents aimless free browsing. However, the interface that presents the mobile marketing...
Journal Articles
Asia Pacific Journal of Marketing and Logistics (2019) 31 (2): 516–540.
Published: 28 February 2019
... 31 10 2018 13 11 2018 15 11 2018 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Social media User-generated content Customer orientation Digital User innovation Mobile marketing The Organisation for Economic Co...
Journal Articles
Asia Pacific Journal of Marketing and Logistics (2012) 24 (4): 539–560.
Published: 31 August 2012
.... Originality/value This is among the first mobile marketing experiments in a real‐life setting. Real text‐based promotions from an existing brand (Au Bon Pain) were tested on consumers. This approach creates a natural ad‐processing situation for participants, thus increasing the internal validity...
