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.

JAR - HAS THE TIME FINALLY COME FOR THE MEDIUM OF THE FUTURE? RESEARCH ON MOBILE ADVERTISING

Hi, everybody. The Journal of Advertising Research - 50th. anniversary special issue (http://www.journalofadvertisingresearch.com/), bring to us with a special gift, an up-dated literature review done by Professors Okazaki from UAM (http://www.rainsl.com/shintaro/) and Barwise from LBS (http://faculty.london.edu/pbarwise/). The authors, analyzed 23 articles in 12 journal using a methodology proposed by Nakata & Huang in 2005 (http://ideas.repec.org/a/eee/jbrese/v58y2005i5p611-618.html) . They were searching for academic literature on Mobile Advertising (including sponsorship, product placement, and electronic WOM) especially  to generate or support new customer acquisition, with textual or visual images. In the following post I will continue examining this interesting academic article. Bye until then!

My Academic Advisor

Hi, here I am. Back after some break time, because was holidays and also an accident :(

Now something about my Advisor. Dr. Tien Wang is an Assistant Professor  at NCKU where she teaches matters related to marketing sciences & advertising. She got undergraduate & master degrees at NTU (http://www.ntu.edu.tw/engv4/) and later PhD at UTA (http://www.uta.edu/uta/). You may visit http://www.imba.ncku.edu.tw/twang/ and find the professional summary data of Dr. Wang. Professor Wang and me are trying to get the latest stream about mobile adv to figure some hot topic for research. God bless us !

MOBILE ADS WAR

No doubt at all, Google is one of the warriors in this war and show all weapons ready to shot. To figure some about, check it out http://www.google.com/mobileads/ under the motto "Small screen. Big opportunity. GG [giant Google] :)  is trying to sell its ideas. The deep questions are: How small is small and how big is big? The ample formats & high res screens has been shocked our eyes in the latest versions of SM showed in Spain [http://www.mobileworldcongress.com/]. In other hand, "opportunistic vision" can be blurred in the streaming reality of the ad monetization and value.... later, I will come with more about market "real" value of mobile ads. Bye until then.