Working Paper: Conceptualizing Mobile Advertising in a Community Context – March 2011

Conceptualizing Mobile Advertising in a Community Context

By

Robert Davis and Roger Hawkins

Contact: Dr Robert Davis, Department of Management and Marketing, Faculty of Creative Industries and Business, rdavis@unitec.ac.nz, Phone: ++(649) 815 4321, Postal Address: Unitec Institute of Technology, Department of Management, Private Bag 92025, Auckland, New Zealand.

Roger Hawkins: Department of Management and Marketing, Faculty of Creative Industries and Business, rhawkins@unitec.ac.nz, Phone: ++(649) 815 4321, Postal Address: Unitec Institute of Technology, Department of Management, Private Bag 92025, Auckland, New Zealand

Abstract

The primary intention of this paper is to conceptualize a community-based approach to consumer oriented advertising strategy. We call this model the CAM (Community Advertising Model). We base this model on 3process of theory development. First, the existing literature. Second, a case study of senior marketing executives across the mCommerce industry who have been directly involved in the implementation of advertising strategy in New Zealand in 2011. Third, alongside the traditional case study, coding and analysis, a relational and conceptual content analysis was carried out using the Leximancer 3.5 software. Our model proposes that mobile advertising campaigns leverage the community structure and peer-to-peer communication process being enacted in the mCommerce medium. It is suggested that within this structure, advertising is channeled to and through the ‘pivotal’ individuals that nurture social groups and build social cohesion to maximize the strategic value and outcome of the campaign. In some cases the pivotal may use web-based applications (Facebook, Twitter) to support their role within the community. This approach leverages word of mouth communications and minimizes the risk of the perception by the community of intrusion from external communications. The content strategies used in mobile advertising to stimulate the response of the pivotal and the community (1) may provide information about money savings and giving better service; (2) enhance the pivotal and the community’s mood; (3) may facilitate the peer to peer communication process and interactive dialogue between the pivotal, their community and the marketer and; (4) may also leverage the user’s hedonistic desire for play and impulsiveness. Managerial and future research implications are discussed.

Key words: mobile, web, ubiquity, advertising, strategy, case study

In review at the International Journal of Electronic Commerce: Special Issue on Mobile Commerce

Conceptualizing Mobile Advertising in a Community Context

 

 

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