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Mobile marketing and mobile social media: Definition

If you love something, let it go mobile: Mobile marketing and mobile social media 4x4 Introduction into mobile marketing and mobile social media, defining concepts, classification of different types of mobile marketing and mobile social media

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Mobile marketing and mobile social media: Definition

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  1. Definition, classification, business use, and success factors of mobile marketing and mobile social media Based on article by:Andreas Kaplan (2012) Title: If you love something, let it go mobile:Mobile marketing and mobile social media 4x4Found in: Business Horizons, 55(2), 129-139.

  2. Definition of mobile marketing, mobile social media, ambient awareness Definition of mobile marketing:“Mobile marketing is any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device”. (p. 130)Definition of mobile social media:Mobile social media is defined “as a group of mobile marketing applications that allow the creation and exchange of user generated content”. (p. 131)Definition of ambient awareness:Ambient awareness is defined as “awareness created through regular and constant reception, and/ or exchange of information fragments through social media”. (p. 132) Kaplan Andreas M. (2012) If you love something, let it go mobile:Mobile marketing and mobile social media 4x4, Business Horizons, 55(2), 129-139.

  3. Classification of mobile marketing (p. 131) Two variables are applied to differentiate between four types of mobile marketing applications: (1) the degree of consumer knowledge and (2) the trigger of communication. Kaplan Andreas M. (2012) If you love something, let it go mobile:Mobile marketing and mobile social media 4x4, Business Horizons, 55(2), 129-139.

  4. Classification of mobile social media (p. 132) Mobile marketing applications that are neither location- nor time sensitive are slow-timers, applications that take account of time and place simultaneously are space-timers. Applications that only reflect one of these two dimensions are referred to as either space-locators (location-sensitive but not time-sensitive) or quick-timers (time-sensitive but not location sensitive). Kaplan Andreas M. (2012) If you love something, let it go mobile:Mobile marketing and mobile social media 4x4, Business Horizons, 55(2), 129-139.

  5. 4 business uses of mobile social media Marketing research Communication Sales promotions and discounts Relationship development and loyalty programs Kaplan Andreas M. (2012) If you love something, let it go mobile:Mobile marketing and mobile social media 4x4, Business Horizons, 55(2), 129-139.

  6. 4 I’s of mobile social media (p. 135): Success factors of mobile social media marekting Kaplan Andreas M. (2012) If you love something, let it go mobile:Mobile marketing and mobile social media 4x4, Business Horizons, 55(2), 129-139.

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