Nuevas vías para la comunicación empresarial: publicidad en el móvil

La comunicacion empresarial en general y la publicidad en particular estan necesitadas de estrategias mas ajustadas y eficaces. Se presenta la publicidad en dispositivos moviles y se analizan sus rasgos diferenciales, basados en la informacion personal y de contexto que podria utilizarse. Se analiza su posible evolucion a partir del estudio de los factores economicos, tecnologicos y sociales que la van a condicionar a corto y medio plazo.

[1]  Claudio Feijóo-González,et al.  Factores clave en los mercados de acceso móvil a contenidos , 2009 .

[2]  Paul A. Argenti,et al.  Corporate Communication as a Discipline , 1996 .

[3]  Andreas Kuckertz,et al.  Antecedents to Permission Based Mobile Marketing: An Initial Examination , 2007 .

[4]  Bernard J. Jansen,et al.  Factors relating to the decision to click on a sponsored link , 2007, Decis. Support Syst..

[5]  John M. T. Balmer,et al.  Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation , 2006 .

[6]  José Luis Gómez Barroso,et al.  Public policies against the digital divide: a necessary adaptation to different degrees of development , 2006, Int. J. Internet Enterp. Manag..

[7]  Inmaculada J. Martínez-Martínez,et al.  De la Web social al Móvil 2.0: el paradigma 2.0 en el proceso de convergencia mediática de la comunicación móvil , 2009 .

[8]  Shintaro Okazaki,et al.  How Mobile Advertising Works: The Role of Trust in Improving Attitudes and Recall , 2007, Journal of Advertising Research.

[9]  T. C. Melewar,et al.  Seven dimensions of corporate identity: A categorisation from the practitioners' perspectives , 2006 .

[10]  Arno Scharl,et al.  Diffusion and success factors of mobile marketing , 2005, Electron. Commer. Res. Appl..

[11]  Maria Madlberger,et al.  Mobile Advertising in Different Stages of Development: A Cross-Country Comparison of Consumer Attitudes , 2008, Proceedings of the 41st Annual Hawaii International Conference on System Sciences (HICSS 2008).

[12]  Sally J. McMillan,et al.  Gearing up for mobile advertising: A cross‐cultural examination of key factors that drive mobile messages home to consumers , 2008 .

[13]  Candice R. Hollenbeck,et al.  An Exploratory Investigation of Consumers' Perceptions of Wireless Advertising , 2007 .

[14]  Heikki Karjaluoto,et al.  Factors influencing consumers' willingness to accept mobile advertising: a conceptual model , 2005, Int. J. Mob. Commun..

[15]  John Sinclair,et al.  'Waiting for the Kiss of Life' , 2009 .

[16]  Kenneth C. C. Yang,et al.  Factors affecting consumers' responses to mobile advertising from a social norm theoretical perspective , 2010, Telematics Informatics.

[17]  Suzanne Altobello Nasco,et al.  Comparing consumer responses to advertising and non‐advertising mobile communications , 2008 .

[18]  Fareena Sultan,et al.  How to Market to Generation M(obile) , 2008 .