Astrid Dickinger

An investigation and conceptual model of SMS marketing

Mobile marketing, also known as wireless marketing, promises vast opportunities. Still in an experimental phase, businesses have little experience using this new marketing tool. Mobile services offer companies powerful marketing potential via direct communication with consumers, anytime and anywhere, but little research on this subject exists. This paper discusses Short Message Services (SMS), which belong to the first and most successful forms of mobile data transmission. Based on a literature review and exploratory qualitative research, this paper defines mobile marketing, describes its most popular application, text messaging, introduces a conceptual model of success factors for implementing mobile marketing, and proposes future research avenues.

Reconsidering the Adoption Process: Enjoyment and Social Norms — Antecedents of Hedonic Mobile Technology Use

The Push to Talk (PTT) technology has been available for several years. Recently, new specifications and technical innovations based on Internet Protocols utilizing standard cellular packet data bearers have been introduced. This new approach makes Push to Talk a standard service on any cellular network which is called Push over Cellular (PoC). This paper identifies a model of PTT adoption in the Austrian market. The first explorative phase of research, consisting of interviews with experts and focus groups builds the basis of the proposed framework and measurement model. A structural equation modeling (SEM) approach is used to assess the relative importance and the strength between different constructs, including enjoyment, social norm, usefulness, ease of use, intention to use, and quality of the service. Our results indicate that enjoyment and social norm are important antecedents for the adoption of PTT in Austria.

Mobile Environmental Applications

Mobile communication has developed rapidly in the last few years, shifting from voice to data transfer and offering unique opportunities for providing information. This study focuses on one such aspect, mobile information for environmental purposes. Firstly, the introduction reviews using new media for environmental information. Then an explanation of the mobile medium with its unique characteristics and examples of mobile information services follow. The paper proposes a framework for using mobile media for environmental information. This study subsequently focuses on one such aspect, an application that collects traffic information to help reduce traffic jams and emissions, then, illustrates both information services and personalized services for users. The paper closes with implications and proposed future research of environmental online communication.

Analyzing news media coverage to acquire and structure tourism knowledge.

Destination image significantly influences a tourist’s decision-making process. The impact of newsmedia coverage on destination image has attracted research attention and became particularly evi-dent after catastrophic events such as the 2004 Indian Ocean earthquake that triggered a series oflethal tsunamis. Building upon previous research, this article analyzes the prevalence of tourismdestinations among 162 international media sites. Term frequency captures the attention a destina-tion receives—from a general and, after contextual filtering, from a tourism perspective. Calculat-ing sentiment estimates positive and negative media influences on destination image at a givenpoint in time. Identifying semantic associations with the names of countries and major cities, theresults of co-occurrence analysis reveal the public profiles of destinations, and the impact of cur-rent events on media coverage. These results allow national tourism organizations to assess howtheir destination is covered by news media in general, and in a specific tourism context. To guideanalysts and marketers in this assessment, an iterative analysis of semantic associations extractstourism knowledge automatically, and represents this knowledge as ontological structures.Key words: Knowledge acquisition; News media; Destination coverage; Sentiment analysis;Tourism ontology

Potenziale und Grenzen der internetgestützten Datenerhebung im Rahmen des Customer Relationship Management

Das Internet wird von zahlreichen Unternehmen als kostengunstiges Medium zur reaktiven und non-reaktiven Gewinnung von Kundendaten herangezogen. In vielen Fallen werden diese Daten zur Erstellung von Profilen im Rahmen eines aktiven Kundenbeziehungsmanagements (CRM) verwendet und dienen als Basis verschiedener kommunikationspolitischer Masnahmen. Der vorliegende Beitrag untersucht die Problematik mangelnder Datenqualitat, die durch bewusste Falscheingaben der Benutzer verursacht wird und zeigt anhand einer empirischen Untersuchung, durch welche Faktoren die Einstellung von Internetnutzern hinsichtlich der Weitergabe ihrer personlichen Daten determiniert wird.

M-marketing: Ein ausblick auf die zukunft des marketing

Mobiltelefone scheinen ein allgegenwärtiges Symbol der Gesellschaft am Beginn des 21. Jahrhunderts zu sein und führen seit ihrer Einführung in den frühen 90er Jahren zu starken Veränderungen in unserem Kommunikationsverhalten. Auch für Unternehmer eröffnen Mobiltelefone neue Alternativen, ihre Konsumenten auf individuelle Weise anzusprechen. Besonders interessant ist Marketing via Mobiltelefon (m-marketing). Im vorliegenden Beitrag werden die Einsatzmöglichkeiten von m-marketing untersucht und diskutiert. Zuerst werden Definitionen zu den Begriffen m-business und m-marketing vorgestellt. Danach werden Attribute des m-marketing erläutert und insbesondere SMS als Marketingmedium diskutiert und die vielfältigen Möglichkeiten von m-marketing am Beispiel von SMS-unterstützten Marketingaktivitäten beschrieben. Den Hauptteil des Artikels bildet eine Übersicht über die Einsatzmöglichkeiten von m-marketing im modernen Marketingmanagement. Weiters werden Erfolgsfaktoren sowie Barrieren und Herausforderungen beim Einsatz von m-marketing erläutert und diskutiert. Zum Abschluss werden die praktischen und theoretischen Implikationen der Ergebnisse aufgezeigt sowie zukünftige Forschungsfragen besprochen.