Mobile marketing research: The-state-of-art

Varnali, K., & Toker, A (2010). Mobile marketing research: The-state-of-art. International Journal of Information Management, 30 (2), 144-151

Mots clés : Mobile marketing, Mobile consumer behavior, Mobile marketing research, Mobile commerce, Mobile business

Depuis les années 2000, le canal Mobile est le canal publicitaire ultime car il permet aux entreprises d’être toujours présent auprès de ses consommateurs, à tout moment de la journée et n’importe où. Ainsi, les articles académiques sur le sujet se multiplient et s’accumulent.

Dans cet article, K. Varnali et A. Toker organisent et classifient la littérature existante sur le marketing mobile. Ils couvrent 255 articles, tirés de 82 journaux, publiés entre les années 2000 et 2008.

  • Dans un premier temps, nous allons identifier la méthode utilisée par K. Varnali et A. Toker pour identifier les articles en relation avec le marketing mobile.
  • Nous identifierons ensuite l’organisation et la classification de ces articles.

 

Développement :

Tous les articles sur le marketing mobile sont dispersés entre des journaux aux disciplines très variées comme le management, le marketing ou encore la technologie.
Ainsi pour répertorier tous les articles existants sur le marketing mobile, différentes bases de données en ligne ont été utilisées : ABI/INFORM, EBSCOhost, Emerald, IEEE Xplore, Inderscience Publishers, Science Direct and Wiley Interscience.
La recherche de littérature a été basée sur les mots clés suivants : « mobile commerce », « mobile marketing », « m-commerce », « m-marketing », « mobile advertising », « m-advertising », « mobile consumer », « m-consumer », « mobile business », « m-business », « mobile services », « m-services », « SMS marketing » and « Short Message Service Marketing ».
Tous les articles trouvés qui ne traitaient pas du marketing mobile ont été éliminés.

Ainsi, 255 articles, tirés de 82 journaux ont été sélectionnés.

Ensuite ces articles ont été classifiés selon leur orientation et leur point de vue. K. Varnali et A. Toker proposent donc la classification suivante :

  • Théorie (44 articles) : Les articles présents dans cette catégorie sont essentiellement des articles expliquant le concept de marketing mobile, la différence entre le e-commerce et le m-commerce et les dimensions du marché du mobile.
  • Stratégie (73 articles) : Cette catégorie est elle-même organisée en deux parties :
    • Stratégie : Les articles présents dans cette catégorie adoptent une perspective stratégique et se concentrent principalement sur les problèmes de design dans les business models des mobiles.
    • Applications : Dans cette catégorie se trouvent les articlent qui se concentrent sur les problèmes de design et les fonctionnalités des applications mobiles et spéculent sur leur potentiel.

 

  • Comportement du consommateur (131 articles) : Ces articles permettent de comprendre l’adoption du marketing mobile et la prédiction du comportement de consommateur face au marketing mobile.
    Cette catégorie est elle-même divisée en 5 catégories :

    • Le marketing mobile perçu par le consommateur
    • L’adoption et l’acceptation du m-marketing
    • Attitude des consommateurs face au marketing mobile
    • Le rôle de la confiance
    • La satisfaction et la loyauté du consommateur dans le contexte du marketing mobile.

 

  • Politique légale et publique (7 articles) : Les articles de cette catégorie se concentrent sur les problèmes politiques et légaux dans le contexte du marketing mobile. « Le mobile marketing en un problème important en terme de politique du consommateur à cause de deux caractéristiques de la technologie de communication mobile : (1) La permission d’identification des utilisateurs individuels dépend de l’appareil et de la technologie, cela menace la vie privée et la sécurité des informations personnelles, (2) les taux de pénétration élevés, en particulier chez les mineurs.

En conclusion, K. Varnali et A. Toker soulignent bien qu’il n’y a pas de classification communément accepté pour le marketing mobile et qu’il n’y a pas encore de « définition explicite du marketing mobile qui capture la véritable nature du phénomène ».

 

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Attitudes towards mobile advertising – A research to determine the differences between the attitudes of youth and adults.

Ünal, S., Ercis, A., & Keser, E. (2011). Attitudes towards mobile advertising – A research to determine the differences between the attitudes of youth and adults. Procedia – Social and Behavioral Sciences, 24, 361-377

Mots Clés : Consumer behavior, Mobile advertising, Consumer attitudes

Depuis le début des années 2000, la publicité sur mobile est devenue un canal de communication très important. Via ce canal mobile, les entreprises peuvent toucher le consommateur à tout moment de la journée et n’importe où. Le consommateur est toujours ouvert à la communication one-to-one qui attire plus l’attention. Parmi le canal mobile, le SMS a beaucoup de succès car il peut être interactif et personnalisé.

Dans cette étude, Ünal et al démontrent qu’il existe une différence entre l’attitude des jeunes et des adultes concernant la publicité sur mobile.

  • Dans un premier temps, nous répertorions les différentes hypothèses éventuelles sur l’impact de différents critères sur l’attitude des consommateurs face à la publicité mobile.
  • Ensuite, nous identifierons la méthodologie utilisée par Ünal et al pour mettre en valeur des différences d’attitudes entres les adultes et les jeunes concernant la publicité mobile.
  • Enfin, nous analyserons les résultats de l’étude.

 

Les hypothèses :

  • Hypothèse 1 : The perception de la publicité mobile comme divertissante a un effet sur l’attitude des consommateurs envers la publicité mobile.
  • Hypothèse 2 : La perception de la publicité mobile comme publicité informative a un effet sur l’attitude des consommateurs envers la publicité mobile.
  • Hypothèse 3 : La perception de la publicité mobile comme ennuyante a un effet sur l’attitude des consommateurs envers la publicité mobile.
  • Hypothèse 4 : La perception de la publicité mobile comme fiable a un effet sur l’attitude des consommateurs envers la publicité mobile.
  • Hypothèse 5 : La perception de la publicité mobile comme fiable a un effet sur l’attitude des consommateurs envers la publicité mobile.
  • Hypothèse 6 : La notion d’autorisation a un effet sur l’attitude des consommateurs envers la publicité mobile.
  • Hypothèse 7 : L’incitation envers la publicité mobile a un effet sur l’intention d’utiliser la publicité mobile dans la consommation.
  • Hypothèse 8 : Les attitudes envers la publicité mobile ont un effet sut l’intention d’utiliser la publicité mobile dans la consommation.
  • Hypothèse 9 : L’intention d’utiliser la publicité mobile dans la consommation a un effet d’acception ou de rejet.
  • Hypothèse 10 : Il y a des différences entre le comportement d’acceptation ou de rejet de la publicité mobile entre les jeunes et les adultes.

 

La méthode utilisée :

La population de l’étude inclut des utilisateurs de téléphone portable habitant à Erzurum en Turquie. Le questionnaire a été envoyé à 400 personnes. Après vérification des réponses, 380 questionnaires ont été gardés.

Il y a avait 3 groupes de questions dans ce questionnaire :

  • Groupe 1 : questions sur les caractéristiques démographiques
  • Groupe 2 : questions permettant de déterminer l’expérience des répondants par rapport à la publicité mobile.
  • Groupe 3 : questions permettant de déterminer l’attitude des répondants en réponse à la publicité mobile.

Les résultats :

Selon les résultats, une publicité mobile étant divertissante, informative, fiable, personnalisée et ayant été envoyé avec une permission a un effet positif sur les attitudes crées par la publicité mobile. Une publicité considérée comme irritante a un effet négatif sur les attitudes.

Il y a une différence entre les attitudes, les intentions et le comportement des jeunes et des adultes envers la publicité mobile. Les jeunes ont tendance à voir la publicité mobile comme plus irritante que les adultes. Contrairement aux adultes, les jeunes pensent que la publicité mobile est plus personnalisée et plus incitante. Les jeunes sont plus positifs par rapport à cette forme de publicité et sont plus susceptible de l’utiliser que les adultes.

 

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