LIGHT AT THE END OF THE TUNNEL... BUT IS THERE ANY?

 After some PC troublesome, I could present to my Professor my messy idea... finally comes the light ..... something that links social groups (networking groups, cybergroups, social networking...?) and mobile advertising  (what format, what platform, what message ????) for study interaction (WOM, e-WOM...?) social behavior (group decisions,  group alternatives, cultured....?) .... the light come from the above but shadows persist... so need work hard :(

FUTURE RESEARCH AVENUES ON MOBILE ADV

From here .... My Dissertation ! :)

RESEARCHERS DONE IN MOBILE ADV II

Part 2

The areas already studied in the academic literature has not been extensive in the sense of the changes on velocity of the technology update, today smart phones, tomorrow pads and new interactions. So there is room for more. But the bottleneck is the time that the journals take for publishing. Currently the delay time is around 2 years ! We need that journals do publications fast enough! Mobile advertising is not a marketing passive area.....

RESEARCHERS DONE IN MOBILE ADV I

PART 1 

Hi, seems a lot ! nope, absolutely nope ! There are an empty space for more and more research in the mobile adv. Currently there are less than 600 scholar articles (including all the peer review journals) and huge bunch of market info available. Parts 1 and 2 contents a visual summary of the researched in the area along 7 years and not big surprise.... more than 45% of the papers has been concentrated in consumer behavior and in the other side less than 1% into ethics and mobile adv.....time to look for balancing the scale? or as always, ethics is and itching issue for advertising ..... time to consider

MOBILE ADVERTISING ECOSYSTEM - MAE

Resembling a natural biological environment with living and nonliving components that interacts mutually and continuously in complicated collaborative arrangements, the social researches had been creating the so called  "MAE". This systems is helpful to do a consistent overview and understanding of the components that give 'life" to the mobile adv. As in the nature ones, in the MAE exit and coexist multiple environments creating incredible sophisticated relationships. Here below you can see my own MAE based on an extensive literature review of the matter. I use bubbl tools (https://bubbl.us/) to draw it .... Enjoy !

JOURNAL OF ADVERTISING RESEARCH - 5O ANNIVERSARY - III

Comments: 1) Push & Pull - Cause - Effect is necessary a careful conceptualization 2) Theory for mobile adv? perhaps is convenient consider a common accepted framework not a theory per se. More appropriate will be theory for mobile marketing. 3) Table 1 content several errors like Tsang performed his research in Taiwan (Taiwan is not China !); in the method section for David & Sajtos (2008) is mentioned "SD" method but is not offered a meaning for this method, in addition it is not mentioned sample size and type; in the method section for Grant & O'Donohoe (2008) is mentioned "FG & QS" method but there is a lack of meaning of both; same for Gao (2009). 4) The study make a reference of the TRA and TAM authors but not of DOI author (page 63). 5) Samples. The authors mentioned that they choose research just with "representative sampling" but Okasaki uses a purposive sample of 53 individuals. 6) The authors mentioned indistinguishably "research paradigm" and "research framework" need to be understood as interpretative framework of the possible future research contributions.

JOURNAL OF ADVERTISING RESEARCH - 5O ANNIVERSARY - II

After use an interesting filtering methodology, the authors selected 28 articles from 12 Journals to analyze the current state in the academic research on mobile adv. In the article are mentioned 5 theories (TRA,DOI, U&G, SC and CS) and 1 model (TAM) used to study mobile adv as part of marketing integrated communication. The scholars insisted that is necessary a proper theory to explain the mobile adv phenomena. Besides of, Okasaki & Barwise modifying the mobile adv classification proposed by Barnes (2002) based on the combination of type of adv (rich or simple) and mode of access (push or pull), introduce level of ubiquity (weak or strong) to replace type of adv in order to suggest a new research paradigm in the field. Lastly, concluded that future research need to take into account their "paradigm". Therefore, they pointed the following promising areas of research: cross-media consumer behavior, response mechanisms (pull adv), ubiquity, location-based adv, proximity adv (RFID & Bluetooth), smart phone-pad convergence, branded entertainment, location-based rating sites adv and WOM.