Data · dataset · 2010
The Influences of M-Advertising Message Format on Corporate Image and Customer Satisfaction
Listed in Harvard Dataverse
According to the development and integration of mobile computer processing technology and mobile communication, this creates a huge business opportunities.
Description
Dickinger et al. (2005) defined that mobile commerce is a direct or indirect money value transaction through wireless facilities such as laptop or mobile phone and so on. With the speedy development on mobile communication technology and, mobile business enters to a new era for mult-media competitions.
Hence, Mobile advertisement is the newest media favor. Short Messaging Service (SMS) provides a popular application on mobile service. In recent years, Multimedia Messaging Service (MMS) becomes a fashionable application too.
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SMS offered only text-only. Now, mobile advertising message sends not only text but also mule-media such as picture, music, and video etc. All developments create a new business war by mobile advertisement.
This research found that different advertisement format has a significant influence on customer satisfaction, and also works on corporate image. This research discovered that the format of mobile advertisement influences customer’s corporate image and attitude toward to satisfaction. Whether customer is satisfied refers to that company operates mult-media mobile advertisement, product image become to a reason.
Links
Where it is published
- Dataverse dataset page dataverse.harvard.edu/dataset.xhtml?persistentId=doi%3A10.6141%2FTW-SRDA-E98004-1 ↗
landing page · from Harvard Dataverse
- DOI doi.org/10.6141/tw-srda-e98004-1 ↗
DOI / persistent id · from Harvard Dataverse
Catalogue records · 1
- Dataverse API dataverse.harvard.edu/api/datasets/:persistentId/?persistentId=doi%3A10.6141%2FTW-SR… ↗
metadata API · from Harvard Dataverse
Topics
Provenance · 1 source records, 8 field assertions
| Source | Key | Last seen | Raw |
|---|---|---|---|
| Harvard Dataverse | doi:10.6141/TW-SRDA-E98004-1 | 15 d ago | JSON v1 |
| Field | Assertion | Extractor | Evidence |
|---|---|---|---|
| concepts[modality].local:modality:image | enrichment · Harvard Dataverse | keyword-concept-rules@1.0.0 | title+description (75%) |
| concepts[modality].local:modality:text | enrichment · Harvard Dataverse | keyword-concept-rules@1.0.0 | title+description (75%) |
| concepts[modality].local:modality:video | enrichment · Harvard Dataverse | keyword-concept-rules@1.0.0 | title+description (75%) |
| created_date | source · Harvard Dataverse | connector:dataverse@1.0.0 | |
| description | source · Harvard Dataverse | connector:dataverse@1.0.0 | /description |
| publication_date | source · Harvard Dataverse | connector:dataverse@1.0.0 | |
| title | source · Harvard Dataverse | connector:dataverse@1.0.0 | /name |
| updated_date | source · Harvard Dataverse | connector:dataverse@1.0.0 |