search query: @author Okazaki, S. / total: 8
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| Author: | Okazaki, S. |
| Title: | The tactical use of mobile marketing: how adolescents' social networking can best shape brand extensions |
| Journal: | Journal of Advertising Research
2009 : MARCH, VOL. 49:1 p. 12-26 |
| Index terms: | marketing consumers communication brand loyalty |
| Freeterms: | word-of-mouth WOM campaign mobile teenagers |
| Language: | eng |
| Abstract: | This paper examines the factors that effect on youth consumer participation in a mobile-based word-of-mouth (WOM) campaign and the reasons why people are willing to use mobile communication to spread information. 4883 male teenagers between the ages 13-18 years participated to the campaign giving the response rate of 21, 7%. The survey was implemented through a real product launching, mens hairstyling wax, in the adolescent market to stimulate interest and participation. The launching included encouraging consumers to spread the information via word-of mouth and to participate in a hairstyle photo contest. In addition the survey included a questionnaire. Analyzing the model in terms of latent mean structures revealed that face-to-face WOM revealed stronger affective brand commitment and attitude toward the campaign than mobile-based WOM. |
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