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A Study on the Relationship between Mobile Advertising Factors and Effects on User's Marketing Activities

  • Journal of The Korea Society of Computer and Information
  • Abbr : JKSCI
  • 2009, 14(10), pp.141-148
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science

김철중 1 Kim Hong-Jin 2 강영창 1

1가천의과학대학교
2경원대학교

Accredited

ABSTRACT

This paper studies important factors of mobile phone marketing including experiences on entertainment, information, reliability and complaints by analyzing actual materials. The result shows that information, reliability, experiences are more significant than other factors. In case of information, the appropriate message is associated with marketing activities. Reliability and benefit on advertisement are significant. Also, experience has a positive effect on marketing activities. Therefore, this study suggests that mobile marketing should consider significant factors such as information, reliability, and experience.

Citation status

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