Mobile Advertising: case study of MindMatics and 12Snap Lokomobil

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The explosive growth of wireless as a communication medium offering exciting new advertising opportunities and demanding that wireless become a new channel of the marketing communication mix.A study of mobile advertising is interesting because it help researchers understanding the contribution of a new information technology for doing business. The aim of this thesis is to gain a better understanding of how companies use mobile advertising in doing business. In order to fulfil this purpose the researcher explores, describes and tries to find out factors influence mobile advertising adoption, mobile advertising campaigns as well as form of mobile advertising. Two cases study were conducted with mobile marketing companies Mindmatics in UK and Lokomobil 12Snap Sweden show the empirical research operating in European markets. The results of this study support the theoretical framework as well as clarify and extend it. The fi...