scholarly journals The Impact of Mobile Technology on the Marketing Activities of Companies

2013 ◽  
Vol 265 (7-8) ◽  
pp. 37-61
Author(s):  
Andrzej Sznajder
Keyword(s):  
Mobile Technology ◽  
Marketing Activities ◽  
The Impact

scholarly journals The Impact of Mobile Device Use on Shopper Behaviour in Store: An Empirical Research on Grocery Retailing

2017 ◽  
Vol 10 (4) ◽  
pp. 58 ◽  
Author(s):  
Silvia Bellini ◽  
Simone Aiolfi
Keyword(s):  
Mobile Technology ◽  
Technology Use ◽  
Mobile Channel ◽  
Grocery Retailing ◽  
Impulse Purchases ◽  
Shopper Behavior ◽  
Marketing Activities ◽  
Device Use ◽  
Retail Setting ◽  
The Impact

Over the last decade, retailers and manufacturers alike are increasing their attention to the role of instore mobile technology use with the aim to understand its impact on consumers’ decision making process. The rise of the mobile channel, in fact, has produced disruptive changes in shopping habits designed to gradually reduce the effectiveness of in-store marketing levers in influencing shopping behaviour.This topic is of paramount importance in grocery sector since retailers and manufacturers devote a lot of investments in instore marketing activities with the aim to influence consumers’ decisions and stimulate impulse purchases. Nevertheless, there are few contributions about the influence of the mobile technology in a retail setting and its effects on buying behavior inside the store.Our research intends to explore the impact of in-store mobile technology use on shopper behavior instore in order to understand its effects on planned versus unplanned purchases. According to our preliminary results, consumers using mobile technology instore make less unplanned items and fail to purchase more planned items. Moreover, the use of mobile technology negatively impacts shoppers’ ability to recall in-store stimuli. Our findings are interesting for both retailers and manufacturers who are looking for new ways to better address their marketing efforts and increase consumers’ engagement instore.

Mobile Technology as a Learning Tool

2014 ◽  
Vol 10 (4) ◽  
pp. 1-15 ◽  
Author(s):  
Fawzi Ishtaiwa
Keyword(s):  
Quantitative Study ◽  
Mobile Technology ◽  
Learning Process ◽  
Academic Major ◽  
Learning Tool ◽  
Actual Use ◽  
Perceived Effects ◽  
The Impact ◽  
The Relationship

This study investigated students' actual use of mobile technology (MT) as a learning tool and identified their perceptions towards the effects of using MT on the learning process. It also examined the impact of students' academic major on their use and perceived effects of MT. The relationship between MT use and its effect on learning was explored as well. To this end, a quantitative study of professional diploma students' perceptions of MT was carried out. The results revealed that students use MT in a variety of ways, and they perceive it as primary valuable tools to supplement their learning. However, the nature of MT use is unpretentious in scope. The results also indicated that students' academic major significantly impacted their use and perceived effects of MT. In addition, significant correlation was found between the use and effects of MT.

scholarly journals Mobile Technology Use and Its Association With Executive Functioning in Healthy Young Adults: A Systematic Review

2021 ◽  
Vol 12 ◽  
Author(s):  
Rachel E. Warsaw ◽  
Andrew Jones ◽  
Abigail K. Rose ◽  
Alice Newton-Fenner ◽  
Sophie Alshukri ◽  
...  
Keyword(s):  
Systematic Review ◽  
Decision Making ◽  
Executive Functioning ◽  
Mobile Technology ◽  
Systematic Reviews ◽  
Technology Use ◽  
Memory Performance ◽  
Mobile Technologies ◽  
Smartphone Use ◽  
The Impact

Introduction: Screen-based and mobile technology has grown at an unprecedented rate. However, little is understood about whether increased screen-use affects executive functioning (EF), the range of mental processes that aid goal attainment and facilitate the selection of appropriate behaviors. To examine this, a systematic review was conducted.Method: This systematic review is reported in accordance with the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) statement. A comprehensive literature search was conducted using Web of Science, MEDLINE, PsycINFO and Scopus databases to identify articles published between 2007 and March 2020, examining the use of mobile technologies on aspects of EF in healthy adults aged 18–35 years. In total 6079 articles were screened by title, and 39 screened by full text. Eight eligible papers were identified for inclusion. Our methods were pre-registered on the PROSPERO international prospective register of systematic reviews.Results: A total of 438 participants were included across the eight studies. Five of the eight studies examined more than one EF. Five studies measured inhibition, and four studies measured decision-making. Smartphone use was negatively associated with inhibition and decision-making. Working memory performance was found to be improved by increased time engaging in video games and by refraining from smartphone use prior to bedtime. Quality assessments indicated high risk of methodological biases across the studies and a low quality of evidence for determining the relationship between technology use and executive functioning.Conclusions: This review highlights the scarcity of the literature in this area. It presents a call for rigorous and objective research to further our understanding of the impact of mobile technology on different aspects of executive function.

scholarly journals IMMERSIVE TECHNOLOGIES AS A TOOL OF INNOVATIVE MARKETING IN THE FIELD OF BUSINESS ORGANIZATION

2021 ◽  
Author(s):  
Valentyna Fostolovych ◽  
Tetiana Botsian
Keyword(s):  
Human Life ◽  
Digital Technologies ◽  
Digital Transformation ◽  
Competitive Advantages ◽  
Marketing Activities ◽  
Marketing Tool ◽  
The Cost ◽  
The Impact ◽  
Immersive Technologies

The permeability of all spheres of both economic activity and human life with digital technologies encourages the search for new marketing ideas necessary for the implementation of the product (goods, works and services).  Today's consumer has become more demanding both to the product itself and to the ways of presenting it.  Immersive technologies are becoming one of the tools that contribute to the formation of competitive advantages, especially the organization of business in the field of entertainment, as one of the areas of additional income in the field of hotel and restaurant services and marketing activities of enterprises.  Digital transformation leads to the search for new initiatives that will be a tool to meet customer needs and a way to reach wider market segments.  The process of digitalization must first be integrated into the economy of the whole state and the enterprise as a whole, and in all processes of production of goods, works and services.  Digital-transformation of domestic enterprises will help to obtain additional competitive advantages both in the domestic market and in the international market.  The formation of competitive advantages is associated not only with the maximum involvement of digital technologies in business.  It is important to choose such technologies that will be most effective in the implementation of a particular type of enterprise, under certain conditions and in a particular environment. The expediency of using immersive technologies as a marketing tool is undeniable.  However, in addition to tools, immersive technologies are important as a means of education, a separate milestone in the field of entertainment, a means of psychological influence and more.  That is, the impact of this tool on the level of competitiveness of the enterprise in the environment of the demanding consumer is manifested: in the form of reducing the cost of attracting the client; active covert promotion through their use; improving the quality of the presented product (goods, works, services); ensuring the elasticity of the enterprise to the needs and requirements of consumers; the transition of the enterprise to an innovative type of development and active digitalization.

scholarly journals Understanding Social Media Marketing activities in Western Balkans

2021 ◽  
Vol 72 (6) ◽  
pp. 869-893
Author(s):  
Visar Rrustemi ◽  
Gezim Jusufi
Keyword(s):  
Social Media ◽  
Empirical Research ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Probit Regression ◽  
Western Balkans ◽  
Online Consumers ◽  
Marketing Activities ◽  
Business Policies ◽  
The Impact

Digital marketing activities through social media are being developed extensively by firms in the Western Balkans region, therefore the purpose of this paper is to investigate the impact of social media marketing activities on increasing sales of SMEs in the Western Balkans, with special emphasis on those of Kosovo. Using a sample of 100 manufacturing SMEs, we have researched the impact of digital marketing activities which are carried out through social media, on increasing the sales or turnover of these SMEs. The achieved results were analyzed through probit regression. The results show that facebook is mostly used for business activities in these SMEs. Also, the analyzed SMEs give a lot of importance to the opinions and comments of consumers expressed on social media. They design their business policies based on the comments and opinions received from online consumers. This empirical research provides data on the implementation of social media marketing activities by SMEs in the Western Balkans region.

scholarly journals “Take a Knee” Protests in Professional Sports: An Empirical Study about the Influence on Customer Loyalty to Nike in Germany

2020 ◽  
Vol 4 (1) ◽  
pp. 92-105
Author(s):  
Carsten Giebe ◽  
Lana Löffler ◽  
Sandra Schneider
Keyword(s):  
San Francisco ◽  
Customer Loyalty ◽  
Relevant Literature ◽  
Professional Sports ◽  
The United States ◽  
American Football ◽  
Literary Sources ◽  
Marketing Activities ◽  
Sporting Goods ◽  
The Impact

The article deals with the research of opportunities and prospects to use “Take a knee” protest in professional sports for Nike marketing purposes in terms of influencing customer loyalty to that brand. The action “Take a knee” became widely known in 2016, when the coloured quarterback of the San Francisco 49ers, Colin Kaepernick, knelt in protest while singing the national anthem of the United States of America before several games to denounce police violence against blacks and coloured people. In 2017 the European community for professional sports firstly supported that action, when Hertha BSC’s Bundesliga team went down on their knees before the kick-off of a Bundesliga game to demonstrate for diversity, tolerance and responsibility. Since Hertha BSC is equipped with the sporting goods of Nike manufacturer, the article suggested and tested the hypothesis that “Take a knee” could have an impact on customer loyalty growth to the Nike brand. The systematization of the relevant literature sources and approaches to study the demand for sports goods indicates the lack of comprehensive research on the analysis regarding the impact of the atypical advertising measures on consumer behaviour. Based on the systematization of literary sources, the article identifies the controversy of marketing activities with people who engage in politics. Furthermore, the article defines the moral role of individual athletes or teams of different sports using the example of American football and football (also known as soccer). The methodological basis of the study was analytical and comparative methods, methods of analysis, synthesis, and logical generalization. The paper presents the results of an empirical analysis based on a survey of potential customers of sporting goods in Germany in early 2020 with a sample size of 135 respondents. The authors substantiate the importance of continuous and systematic work by the advertising companies aimed at attracting famous people who are politically engaged in advertising companies as a guarantee of increasing customer loyalty. The results of the study can be useful for both business and advertising companies in terms of the choice of marketing communication tools between manufacturer and customer. Keywords: advertising, business ethics, competitiveness, customer loyalty, marketing, Nike, sport and politics, Take a Knee.

scholarly journals Revisiting the South African Marketing Index

1995 ◽  
Vol 26 (2) ◽  
pp. 49-57 ◽  
Author(s):  
Christo Boshoff ◽  
Alwyn P. Du Plessis
Keyword(s):  
Price Index ◽  
Business Environment ◽  
Point Of View ◽  
External Point ◽  
Consumer Perspective ◽  
Technological Developments ◽  
Marketing Activities ◽  
Business Function ◽  
High Level ◽  
The Impact

The high level of human involvement in marketing ensures that it is, and always will be, a dynamic business function. When the impact of accelerating technological developments is added, the dynamism often turns to volatility. The rapidly changing business environment necessitates regular consideration of the role of marketing in the business environment, both from an internal and external point of view. This study analyses marketing and marketing activities from a consumer perspective. It measures consumer attitudes towards the four P's and converts these scores to an overall 'attitude towards marketing' index. It also compares the results with a similar study conducted in 1990 (the 1990 study). The 1990 study reported a negative marketing index of -16.262. Older consumers in particular voiced their disapproval of marketing practices. Pricing was singled out as the most important bone of contention. The pricing and the pricing practices used by marketers were seen as often unfair and unreasonable. Advertising was also viewed rather sceptically. Retailing was the only marketing mix element to return a positive index. The results of this study show that the SA Marketing Index has declined from -16.262 in 1990 to -34.125 in 1993. The decline in the marketing index is primarily due to the considerable decline in the price index from -8.470 to -24.368, a slight decrease in the product index (from -2.719 to -9.939) and a marginal deterioration in the retailing index. The decline in the price index in particular was so severe that the improvement in the advertising index (from -6.434 to +0.606) had almost no influence on the marketing index. When the impact of demographic variables on attitudes were considered, Afrikaans-speaking consumers and those who are relatively well qualified academically, turned out to be particularly dissatisfied with marketing.

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