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。
ience, Institutions, Texts, New York: Palgrave McMillan.
Briggs, R. and Hollis, N. (1997) Advertising on the web: is there response before click‐through. Journal of Advertising Research, Vol. 37, Issue 2, pp. 33–45.
China Internet Network Information Centre (CNNIC) (2012). The 30th Survey Report. Accessed on 24 March 2013 through
Chen, X. (2012). Advertising communication strategy research based on the theory of 6 R, pp.72.
Davis, F.D. (1989), Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, Vol. 13, Issue 3, pp. 319-340.
Denscombe, M. (2007) The Good Research Guide: for small-scale social research projects. 3rd edition, Berkshire: Open University Press, pp 141.
DeZoysa, S. (2002) Mobile advertising needs to get personal. Telecommunications (International Edition), Vol. 36, Issue 2 , pp. 8 .
Ellet, W. (2007). The Case Study Handbook. Boston: Harvard Business School Press, pp.13.
Galanxhi, H. and Nah, F. F. H. (2006) Privacy issues in the era of ubiquitous commerce. Electronic Markets, Vol. 16, Issue 3, pp. 222–232.
Hackley, C.E. (2010). Advertising and Promotion: an Integrated Marketing Communications Approach. 2nd ed, Los Angeles; London: Sage, pp 296.
Haghirian, P., Madlberger, M., and Tanuskova, A. (2005). Increasing advertising value of mobile marketing – an empirical study of antecedents. The IEEE Computer Society Press, pp.5-6.
Haig, M. (2002) Mobile Marketing: The Message Revolution. London: Kogan Page, pp.
31.
Hakkila, J. and Chatfield, C. (2005). It is like if you opened someone else’s letter– user perceived privacy and social practices with SMS communication. Paper presented at the Mobile HCI, 05, pp. 19–22.
Hansen, A., Cottle, S., Negrine, R., and Newbold, C. (1998). Mass Communication Research Methods, London: Macmillan, pp. 225.
Healy M. (1956). Le play's contribution to sociology: his method. The American Catholic Sociological Review, Vol. 8, Issue 2, pp. 97–110.
Hoffman D.L., Novak, T.P. (1996). Marketing in hypermedia computer-mediated environments: conceptual foundations. Journal of Marketing, Vol. 60, Issue 3, pp. 50–68.
Kim J.W., Lee B.H., Shaw M.J., and Nelson M. (2001). Application of decision-tree induction techniques to personalized advertisements on Internet storefronts. International Journal of Electronic Commerce, Vol. 5, Issue 3, pp. 45–62.
Kuai S. (2013). New trends of mobile advertising. Accessed on 08/09/2013:
Kwak, H., Fox, R.J., and Zinkhan, G.M. (2002). What products can be successfully promoted and sold via the Internet. Journal of Advertising Research, pp. 23–38
Laszlo, J. (2009) The new unwired world: A lab status report on mobile advertising. Journal of Advertising Research, Vol. 49, Issue 1, pp. 27‐43.
Li , H . and Lee , K. (2006) Mobile phones and mobile advertising: an Asian perspective. International Journal of Internet Marketing and Advertising, Vol. 3, Issue 2, pp. 177 – 192.
Li, H. and Stoller, B. (2007). Parameters of mobile advertising: a field experiment, International Journal of Mobile Marketing, Vol. 2, Issue 1, pp. 4-11.
Li, K. and Du, C. (2012). Buildi
本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。