摘要:本研究试图探讨影响中国城市移动广告的效果的元素。首先,在移动广告和相关理论,媒体和营销进行全面的文献回顾中进行,作为本研究的基础。该理论框架包括市场营销,消费者行为学和心理学的基础。
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Chapter 3 Methodology......................................................................21
3.1 Research Problem.................................................................................21
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3.3.2 Questionnaire .......................................................................................24
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3.5.2 Case study.........................................................................................26
Chapter 4 Findings and Discussion............................................29
4.1 Questionnaire ......................................................................................29
4.2 Case analysis ......................................................................................42
4.2 Summary of findings...........................................................................49
Chapter 5 Conclusion......................................................................5051
5.1 Major findings of the study................................................................5051
5.2 Contributions......................................................................................5152
5.3 Limitations of Research......................................................................5253
5.4 Directions for future research.............................................................5254
References................................................................................................5556
Appendix .................................................................................................61
Chapter 1 Introduction
This chapter contains the following contents: (i) the background information of the study; (ii) the objectives of this research; and (iii) the structure of this dissertation. By introducing the background information, the research problem is explored and illustrated, as well as the methodology applied in this research.Furthermore, the justification and value to process this research, the objectives and the structure are presented.
Finally, mobile advertising will trigger a complete sales link. With mature technology, people can merge information, capital and logistics as simple as using their mobile phones. Starting from receiving mobile advertisement, then the user can login wireless e-commerce, determine the purchase intention and pay, which would be achieved in only a few minutes very conveniently. In fact, such transaction has been applied already. Therefore, mobile advertising still has a great potential to further develop.
References
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Babbie, E. (2004). The Basics of Social Research. 3rd ed. Belmont: Wadsworth, pp. 320.
Barnes, S J and Scornavacca, E. (2004). Mobile marketing: the role of permission and acceptance. International Journal of Mobile Communications, Vol. 2, Issue 2, pp. 128-139.
Barwise, P. and Strong, C. (2002) Permission-based mobile advertising. Journal of Interactive Marketing, Vol. 16, Issue. 1, pp. 14-24 .
Bertrand, I. and Hughes, P. (2005). Media Research Methods: Aud
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