Strategic Framework for Web2 Mobile Marketing

• Bong Gyou Lee,
• Hyunsik Seo,
• Yong Beom Kim,
• Soo Kyung Park,
• Taisiya Kim,

Vol. 5, No. 11, November 28, 2011
10.3837/tiis.2011.11.012, Download Paper (Free):

• Web2
• mobile marketing
• IPA
• Kano_s model
• strategic framework

Abstract

The purpose of this study is to develop and present a strategic framework for mobile Internet marketing in the Web2 environment. The Web2 mobile Internet marketing is characterized by services, such as augmented reality and social network services. Considering the changes in the effects and types of advertisements in the mobile Internet, few studies of mobile advertisements have been conducted thus far in the Web2 environment, including the cloud computing environment. Accordingly, this research aims to identify the relationships between importance and satisfaction and to uncover the characteristics of mobile advertisements through smart phones using the IPA (Importance-performance Analysis) methodology in the Web2 environment. To induce the minimum required characteristics of a mobile advertisement in terms of the importance and satisfaction of IPA, Kano_s model is applied to this analysis. The study also probes the relationships between the overall satisfaction and factors of each dimension of IPA through a regression analysis. As a result, this study presents four types of Web2 mobile Internet marketing strategies. It was also confirmed that the maintenance reinforcement factors of the IPA dimension affect the degree of overall satisfaction. This study has implications for businesses and researchers preparing Web2 mobile services and marketing.

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