See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/233894832

The Tactical Use of Mobile Marketing: How Adolescents' Social Networking

Can Best Shape Brand Extensions

Article  in  Journal of Advertising Research · March 2009

DOI: 10.2501/S0021849909090102

CITATIONS READS

53 497

Some of the authors of this publication are also working on these related projects:

Consumers’ intention to scan QR codes View project

All content following this page was uploaded by Shintaro Okazaki on 05 October 2014.

The user has requested enhancement of the downloaded file.

 The Tactical Use of Mobile Marketing:
How Adolescents' Sociai Networi^ing
Can Best Sliape Brand Extensions

SHINTARO OKAZAKI
Universidad Autónoma
de Madrid, Spain
shintaro.okazaki@uam.es
The accelerating growth in mobile internet communications is giving rise to a new
form of interactive marketing. This research identifies the factors that affect youth
consumer participation in a mobile-based word-of-mouth (WOM) campaign. The study
used a "real" brand promotion—a new men's hairstyling wax launched in the
adolescent market—to stimulate interest and participation. Specifically, consumers
were encouraged to spread the information via WOM and participate in a hairstyle
photo contest. A core attitudinai model consisted of interpersonal connectivity,
self-identification with the mobile device, affective commitment to the promoted brand,
attitude toward the campaign, and willingness to make referrals. The data—based on
the responses from 1,705 teenagers between the ages of 13 and 18 years—fit the
model weli and provided empirical support for all the hypothesized relationships. The
model was further analyzed in terms of latent mean structures, which revealed that
face-to-face WOM elicited stronger affective brand commitment and attitude toward
the campaign than mobile-based WOM. This pattern is reversed, however, in the
willingness to make referrals, suggesting that mobil-based WOM may be persuasive
even when adolescents are less interested in the campaign content.

INTRODUCTION (eWOM), in which consumers share their experi-

Word-of-mouth communication (WOM) consists
of informal communication in social networks re-
garding the ownership, usage, or characteristics of
particular goods and services (Hennig-Thurau and
Walsh, 2004). Several studies have shown that
WOM tends to be highly persuasive and, in fact,
may be more influential than mass media (Arndt,
1967; Bansai and Voyer, 2000; Herr, Kardes, and
Kim, 1991). The impact of WOM has been espe-
cially striking in terms of product selection (Gruen,
Osmonbekov, and Czaplewski, 2006), the influ-
ence of opinion leadership (Richins and Root-
Shaffer, 1988), and information transmission
structure (Brown and Reingen, 1987).
The author appréciaiivelif
ences through such computer-mediated commu-
nications tools as email, website bulletin boards,
Usenet newsgroups, chatrooms, blogs, and other
social networking sites. Indeed, with the global
expansion of such sites as Facebook, MySpace,
and YouTube, PC-based eWOM has become in-
creasingly popular all over the world. According
to an annual study by Ipsos Insight, social net-
working is quickly becoming the dominant glo-
bal online behavior, with South Korea the world
leader, followed by Brazil, China, Mexico, and
the United States (Luchter, 2007).
The ubiquity of mobile internet access has
further enhanced the power of eWOM. The ser-

acknowledges the support of D2 The rapid penetration of the internet has been vice is ubiquitous because it is unconstrained
Communications Inc. (¡apart) for given new significance to WOM and introduced in time and space. This unique nature of the
the data collection. a subset of viral promotion-electronic WOM mobile internet has enabled consumers to transmit.

1 2 JOOñflñL OF flöüERTlSinO RESEflflCÍI March 2 0 0 9 DOI: 10.2501/S0021849909090102

 TACTICAL USE OF MOBILE MARKETING

Several studies have shown that WOM tends to be highly of Blues" promotion, in which consum-
ers typed a keyword "RUMAC" in their
persuasive and, in fact, may be more influential than mass mobile to participate in sweepstakes
(MMA, 2007).
media. The impact of WOM has been especially striking • On the launch of the new model S40,
Volvo used a cross-media campaign in
in terms of product selection, the influence of opinion which a message was inserted in print
media, inviting consumers to text-
leadership, and information transmission structure. message the word, "MYSTERY." In re-
turn, the sender received a reply with a
link that enabled them to download
the appropriate video tool to play the
gather, and retransmit product infor- tomize their phone as an accessory using teaser trailer directly on their phone
mation via voice calls, email, an inter- chains, key-holders, stickers, etc. (Sybase365, 2007a).
active messaging service, and a variety Studies show that the mobile phone is
of consumer-friendly mobile social- becoming the primary form of communi- Published research on mobile-based pro-
networking applications. Juniper Re- cation for young people who typically motion, however, is extremely rare. And
search (2007) reported that the number use email more frequently than voice calls. that leads to a severe lack of understand-
of active users of mobile social network- In Norway, more than 85 percent of teens ing of several important issues, including
ing sites is expected to rise from 14 mil- and young adults report sending short how mobile-based promotions work and
lion in 2007 to nearly 600 million in 2012. messages on a daily basis. Specifically, why young consumers so readily em-
Research on young consumers indi- girls and boys aged 16-19 send rune and brace them.
cates that mobile devices play a predom- five messages, respectively, per day (Ling, This research explores which factors af-
inant role in the life of teenagers (de 2005). A similar number has been re- fect young consumers' participation in
Kerckhove, 2002). Mobile dating and cha- ported in Japan (Hashimoto, 2002). Teens mobile-based promotions. Using a "real"
troom services currently account for 57 and young adults also tend to be more cosmetic brand campaign, the data were
percent of user-generated revenues. This responsive to the mobile messages that collected from Japan, where mobile inter-
proportion is expected to fall to 21 per- they receive. One survey suggests that net connections have surpassed PC inter-
cent by 2012, however, as other services almost 92 percent view a message as soon net connections since December 2005
become more popular. In addition, the as they receive it, compared to 68 percent (Ministry of Internal Affairs and Commu-
volume of downloads from mobile of the general population (Ito and Okabe, nication, 2007). Using Japan as a base for
personal-content delivery sites (i.e., 2005). the study enables us to better understand
SeeMeTV) is expected to increase from important implications for other coun-
fewer than 200 million in 2007 to more PURPOSE OF THE STUDY tries. The study adopts a sophisticated
than 9 billion in 2012 (Juniper Research, mobile-data collection method, in which a
The popularity of cell phones has trans-
2007). survey invitation linked to a structured
lated directly into mobile-based brand ad-
According to Childwise's monitor re- vertising and promotions that target young questionnaire was sent directly via mo-
port in the United Kingdom, in 2005 and consumers. bile device.
2006, almost 67 percent of children be-
tween the ages of 5 and 16 had their own • Sony Pictures, for example, promoted MOBILE MARKETING IN JAPAN
mobile phones, as did 90 percent of those the movie Charlie's Angels: Full Throttle By 2002, three Japanese domestic mobile-
aged 11 to 16. Furthermore, up to 95 per- by offering SMS (short message ser- network operators—NTT DoCoMo, Voda-
cent of British teens aged 15 to 16 had a vice) quizzes and MMS (multimedia fone (formally J-Phone), and KDDI
mobile phone (BBC, 2006). In Japan, teen- message service) images through a cus- au—had completed their 3G launches. With
specific mobile phones feature a rounded tomized website (Sybase365, 2007b). the technology in place, 3G adoption in
body, coating with gradated colors, and • McDonald's printed unique "Mac" codes Japan has grown very quickly. As a result,
allow young girls the opportunity to cus- on 50 million BigMac boxes in a "House mobile-phone usage has become a staple

March 2009 M M l OF BDÜERTISIIG RKEflflCH 1 3

TACTICAL USE OF MOBILE MARKETING
Research on young consumers indicates that mobiie
devices play a predominant roie in the life of teenagers.
Mobiie dating and chatroom services currently account
for 57 percent of user-generated revenues.
of everyday life, facilitating everything
from booking airline tickets and checking-
in, to redeeming a bar-coded coupon and
buying a drink from a vending machine.
A mobile wallet embedded in the handset
incorporates e-cash and a ticketing sys-
tem (which also is used as a commuter
pass in public transportation). And, with
faster downloads enabled by state-of-the-
art technology, mobile terrestrial broad-
casting and music-video clips continue to
grow in popularity (Hiscock, 2007). In
2008, more than 70 percent of Japan's 127
million population was subscribed to a
mobile 3G internet plan—compared to 23.8
percent in the United States and 11.1 per-
cent in Europe (Toto, 2008).
One unique feature of Japanese mobile
marketing is its role in integrated market-
ing (or cross-media) campaigns (Fujita,
2008). For example, many marketers now
place QR (quick response) codes in mag-
azines, newspapers, posters, wrappings,
or business cards that direct consumers to
websites simply by scanning the codes.
McDonald's also uses codes to inform users
of its food's nutritional value, Apple ad-
vertised the new iPod on bar-coded bill-
boards, and Nike Oosaka's advertising
campaign allowed direct access to a ded-
icated mobile site from a face-like code.
eWOM is yet another mobile-marketing
trend that seems to be prospering with
3G support. "Mobage," a mobile-based
social networking site, started in 2006 and
now has more than 10 million subscribers
(and counting). And, because young con-
sumers are demonstrating how quickly
1 4 JOyROflL OF flOÜEBTISIIlG BESEHUCH March 2 0 0 9
they become attached to (and engaged in)
WOM communications with their circles
of friends and family, marketers are show-
ing an ever keener interest in the poten-
tial of social networking {Hiragana Times,
2008). As a result, more firms are setting
up their own mobile brand-community
sites, where consumers exchange opin-
ions and feedbacks. One case in point:
Knorr Foods, a subsidiary of Ajinomoto
Inc., created a mobile brand-community
site that encouraged young female con-
sumers to maintain their blogs and report
on their participation in the new-product
development process. The discussion
threads served Knorr as inputs for idea
generation and screening (Okazaki, 2009).
THEORETICAL FRAMEWORK
Consumer-socialization theory
This study tries to answer a fundamental
question: Why are people willing to use
mobile communication to disseminate in-
formation? To propose a set of predictions
regarding adolescents' adoption of a
mobile-based WOM campaign, the re-
search draws upon consumer socializa-
tion (CS) theory.
According to Ward (1974), CS is "the
process by which young people acquire
skills, knowledge, and attitudes relevant
to their functioning as consumers in the
marketplace" (p. 2). The first conceptual
model of CS theory included five vari-
ables; age (stage of one's life cycle), social
structure constraints (social class, gender,
and race), agent (a source of the influ-
ence), learning processes (the way to learn).
and content (values, attitudes, beliefs, and
behaviors of one's social role) (Moschis
and Churchill, 1978). Social structure vari-
ables as well as age/life-cycle position
are antecedents to socialization processes,
which include the socialization agent and
the type of learning process operating.
Socialization processes, in turn, directly
affect the outcomes: content or criterion
variables.
The CS theory suggests that consumer
behavior is acquired through interactions
between the learner and various agents in
different social settings. Many studies sug-
gest that family, peers, and school are
important CS agents for children and ad-
olescents (Lachance, Beaudoin, and Robi-
taille, 2003; Moschis, 1985; Shim, 1996).
One study used this theory to explore
factors influencing teenagers' use of dif-
ferent shopping channels and identified
the two strongest determinants of atti-
tudes toward mail and internet (Lueg,
Ponder, Beatty, and Capella, 2006):
• involvement with the shopping channel
• influence of access to the shopping chan-
nel on the agent (peer communication
and family communication).
By the same token, this study posits that
the social structure constraints, agent, and coti-
fí'íií of CS theory are the primary factors
affecting adolescents' participation in
mobile-based WOM campaigns. They trans-
late, respectively, to interpersonal connectiv-
ity, self-identification with the mobile device,
and affective brand commitment (see Figure 1).
Social-structure constraints
There is good reason to believe that ado-
lescents use the mobile devices as a
medium of social interactions, in which
they minimize social-structure constraints.
In doing so, they exchange and learn the
specific values and behaviors necessary
to increase their social ties (Brown and
 TACTICAL USE OF MOBILE MARKETING

that delivers the "seeds" of the buzz in

Moderating Effects (H5-H9)
WOM communications between teenagers.
Source of campaign information: This construct can be defined as a per-
Face-to-face versus mobile-based contact ceived psychological attachment to mo-
X bile phones—resulting in the expectation
Mode of campaign referrals:
of staying connected, informed, and en-
Face-toface versus mobile-based referrals
tertained. Children under the age 16 are
now a principal focus of the Japanese
mobile-phone market, but some insist that
there are both problems and advantages
involved in adolescents' desire for tbe mo-
Interpersonal
Connectivity bile devices to become fashion items (Sato
and Kato, 2005). Children under 16 often
personalize their mobile devices with their
Self-ldentification Attitude toward
own color, size, ringtones, chains, and ac-
Willingness to
with the Mobile the Campaign Make Referrals cessories because they perceive their cell
Device
phone as a personal tool that also serves
as a bridge of communication. In fact,
Affective Brand many adolescents feel that their personal-
Commitment ity and individualism are reflected in the
type and style of their mobile phone (Jour-
nal a Day, 2007).
Figure 1 Proposed Model In addition to tbe personal identifica-
tion that young people feel with their
mobile devices, adolescents also are likely
to expect mobile phones to help them
Reingen, 1987). The goal is to form tightly social network. Or they may engage them- stay connected, informed, and enter-
bounded, densely knit groups with strong selves by disseminating, receiving, and tained. This relationship is essentially iso-
interpersonal connectivity—defined as the responding to a "buzz" or contagious morphic to what marketing literature terms
"social benefits derived from establishing commentary about products, services, a brand relationship, as teenagers' inter-
and maintaining contact with other peo- brands, and ideas for the same reason—to actions with tbe mobile device can be
ple such as social support, friendship, and be a part of their peer community. characterized as relational. In tbis case,
intimacy" (Dholakia, Bagozzi, and Pearo, This leads to the following hypothesis: teenagers use the norms of interpersonal
2004, p. 244). The construct of network- relationships as a guide in their benefits'
and small-group-based virtual communi- HI: Interpersonal connectivity will di- assessments of everyday communication.
ties is one of the significant determinants rectly and positively affect atti- Through a sequence of social interactions,
of consumers' participation (Dholakia, tude toward the campaign benefits are given to others to entertain
lîagozzi, and Pearo, 2004).
them, or benefits are given to show con-
This is relevant to mobile-based WOM Agent cern for others' needs (Aggarwal, 2004).
communication as well: stronger ties can Existing literature recognizes that the cred- Tbis self-identification with the mobile
be formed through face-to-face WOM, as ibility and trustworthiness of the informa- device is one of the strong determinants
well as by such electronic networking tion source is a primary determinant of of attitude toward the campaign:
tools as SMS, MMS, or emails. Adoles- WOM transmission. Evidence from both
cent consumers may seek to participate academic and trade journals shows that H2: Self-identification with tbe mo-
in WOM-based promotions because they because adolescents are likely to feel self- bile device will directly and pos-
are consciously or unconsciously inter- identification with a cell phone, that mo- itively affect attitude toward tbe
ested in being connected with a potential bile device can act as an influential agent campaign.

March 2 0 0 9 » H I I L OF BOÜERTISIflGflESEnRCH1 5
TACTICAL USE OF MOBILE MARKETING

Adolescent consumers may seek to participate in sure to an advertising message for a spe-
cific brand first affects one's attitude
WOM-based promotions because they are consciously or toward the advertisement, which then me-
diates the attitude toward the brand. Sub-
unconsciously interested in being connected with a sequently, behavioral intention is formed
as a consequence of this attitude forma-
potential social network. Or they may engage themselves tion (MacKenzie and Lutz, 1989).

by disseminating, receiving, and responding to a "buzz" H4: Attitude toward the campaign will
directly and positively affect will-
or contagious commentary about products, services, ingness to make referrals.

brands, and ideas for the same reason—to be a part of

their peer community.
Content
The content dimension of adolescent WOM
conununications may be influenced by
what is most appreciated by peers. Spe-
cifically, young consumers tend to share
common interests and follow their opin-
ion leaders. Thus, fashion and cosmetics
are the most popular product-discussion
groups. As a result, young consumers are
likely to form special attitudes toward
different brands, leading to affective brand
commitment. The literature suggests that
commitment is "an implicit or explicit
pledge of relational continuity between
exchange partners" (Dwyer, Schurr, and
Oh, 1987, p. 19), and much marketing
research has operationalized it as an af-
fective commitment.
Affective brand commitment in market-
ing relationships stems from shared val-
ues, trust, benevolence, and relationalism
(Fullerton, 2005; Morgan and Hunt,
1994). Generally, when consumers like
their service provider, they should be
considered as affectively committed to it
(Fulierton, 2005). In the context of ado-
lescent culture, this commitment can be
illustrated by strong loyalty to fashion
and cosmetic brands. For example, a fash-
ion event in Japan called Tokyo Girls
Collection attracted 12,600 live attendees,
and as many as 15 million additional
adolescents who participated in the event
through a live mobile broadcast (Toyama,
2006).
Tokyo Girls Collection, in fact, exempli-
fies a grass-roots movement that has be-
come so large in Japan that rendered
anachronistic many traditional fashion
houses (Sato and Kato, 2005). Young con-
sumers tend to spread the word on their
favorite brands not only via face-to-face
everyday conversations, but also via chat-
rooms, messaging, and voice call. All the
evidence indicates that the buzz on their
favorite brands elicits strong^—almost
enthusiastic—affection. And that loyalty,
in turn, often drives their campaign
participation:
H3: Affective brand commitment will
directly and positively affect at-
titude toward the campaign.
Finally, an attitude toward an object
can be defined as an individual's internal
evaluation of it on the basis of his or her
beliefs {Fishbein and Ajzen, 1975). Expo-
Moderating factors
The mode of information transmission has
significant moderating effects on the pro-
posed constructs in the discussion above.
In this regard, a dyadic study of pass-
along emails provides a rudimentary ba-
sis (Fhelps et al., 2004). Although extremely
informative, the study has one important
limitation: the research did find that pass-
along email was a popular tool in a viral
communication chain, but the type of mes-
sage was not disfinguished in terms of
commercial or noncommercial informa-
tion. As a result, it is impossible to deter-
mine pass-along behavior reflected in the
interests of any specific WOM campaign.
What remained unknown is how cam-
paign referral occurs among adolescents,
using either direct personal contact or pass-
along message.
Consumer participation in a mobile-
based WOM campaign can be framed
around two main axes:
• source of campaign infonnation
• mode of campaign referral.
In each axis, adolescents can choose one
of two channels to access, receive, or dis-
seminate the campaign information: face-
to-face contact or by means of a mobile
device. On this basis, ultimate WOM par-
ticipants can be classified into four groups
(see Table 1):

1 6 Jflymiill OFflDÜERTISIOGBESEflRCH March 2 0 0 9


TABLE 1
Classification of WOM-Based
Campaign Referral
Mode of Campaign Referral
Face-to-Face Mobile-Based
0
C
c tion was uploaded to "GORGON ZORA,"
ñ Group 1 Group 3
E
o. .0
c u
m *• 11
(I
0 1 •o
« 0 a This site publishes "Today's Hot Topics"
« "!= <n
u £ ra
3
0
a Group 2 Group 4
(A
0 throughs per day. When adolescents ac-
• Group 1: Those who learned of and
disseminated the campaign informa-
tion via face-to-face contact.
• Group 2: Those who learned of the
campaign information from face-to-
face contact and disseminated it via
mobile message.
• Group 3: Those who learned of the
campaign information via mobile de-
vice and disseminated it via face-to-
face contact.
• Group 4: Those who learned of and
disseminated the campaign informa-
tion via mobile device.
Groups 1 and 4 are the two extreme cases.
In Group 1, adolescents choose to receive
and circulate the campaign information orüy
by direct personal contact. Although they
ultimately may participate in a mobile cam-
paign, they are unlikely to use mobile to
seek the campaign information or to re-
send or forward messages from peers. By
contrast. Group 4 consists of regular mo-
bile users who are likely to check mobile
sites, subscribe to newsletters, and for-
ward any messages to whomever they may
concern. In line with our theoretical frame-
work. Group 4 would perceive—more
strongly than Group 1—three dimensions
of the CS process, namely interpersonal con-
nectivity, self-identification with the mo-
bile device, and affective commitment to
the promoted brand. This all leads to:
H5: Mobile-based WOM is more
strongly associated with interper-
sonal connectivity than face-to-
face WOM.
H6: Mobile-based WOM is more
strongly associated with self-
identiñcation with the mobile de-
vice than face-to-face WOM.
H7: Mobile-based WOM is more
strongly associated with affec-
tive commitment to the promoted
brand than face-to-face WOM.
As a set of hypotheses, these three lead to
the prediction that mobile-based WOM
may provoke a more favorable attitude
toward the campaign, and a stronger will-
ingness to make referrals. More formally,
H8: Mobile-based WOM is more
strongly associated with attitude
toward the campaign than face-
to-face WOM.
H9: Mobile-based WOM is more
strongly associated with willing-
ness to make referrals than face-
to-face WOM.
STUDY METHOD
The present study was organized in two
stages:
• execution of a mobile-based viral
campaign
• implementation of a questionnaire
survey.
Execution of a mobile-based WOM
campaign
In the first stage, a well-known hair-care
brand manufacturer (listed in the first sec-
tion of the Tokyo Stock Exchange) collab-
orated with the research program and
sponsored the creation of the mobile cam-
paign. This firm launched a new men's
March 2 0 0 9 JDUIinRL OF flDUEIlTISIflG RESEftflCtl 1 7
TACTICAL USE OF MOBILE MARKETING
hairstyling wax—an extension of one
of its successful brand lines. The firm
organized a "KAMISUMA CONTEST"
campaign in which adolescents were en-
couraged to take pictures of their own
hairstyles and use MMS to send them to a
contest website. The campaign notifica-
a mobile website that targets adolescent
consumers between the ages 13 and 18.
and attracts more than 100,000 click-
cessed the site (see Figure 2), they clicked
on a link that enabled them to jump to
the detailed campaign site. An email news-
letter sent the same information to opt-in
subscribers.
After accessing or receiving the cam-
paign information (see Figure 3), an
adolescent "A" requested a sample of
hairstyling wax, tried it, used his mobile
device to take his own photo, and then
sent the image to the contest website. At
that point, "A" automatically became eli-
gible to enter a sweepstake for a gift
certificate and received a unique refer-
ence number. Adolescent "A" then told
his friend "B" about the campaign and
passed on his reference number. When
"B" signed up for the campaign and sent
his photo with "A's" reference number,
the program rewarded "A" with an elec-
tronic coupon for a free music down-
load. Various participants then posted their
response to the program in a public fo-
rum (Figure 4).
Implementation of a questionnaire survey
After the mobile viral campaign had ended,
mobile messaging was used to send a
survey invitation to the same customers
emailed when the campaign had launched.
This invitation contained a link to a sur-
vey mobile site, where a structured ques-
tionnaire was created. Respondents then
clicked the link to access the site and
TACTICAL USE OF MOBILE MARKETING

•GONZO MENUT
TGONZO MENUV

GORGONZORA LAVEL

• Finally Yoko started recording her debut CD.

We asked an expert to choose her artistic name.
- GONRAJI—Artist NewsMI Detailed
f: KAMISUMA CONTEST \ Click
Campaign
Get a cool hairstyle and send MMSI / Information
GONZO GAME CENTER
•iX BUBBLE MAN SODA
• NYORO SUPER TALK SKILLS

WE ARE WORKING

GORGON CHERRY BLOSSOM

GORGON'S ROOM
OUR FRIENDLY ARTISTS

OFFICIAL GORGONZORA

Figure 2 Announcement of WOM Campaign

responded to the questionnaire. The ma-

Photo Contest jority of the scales were adopted from
prior research in WOM communication
and relationship marketing, and modified
for the context of the research. Survey
respondents were asked to rate the items
with 5-point Likert-type scales, with 3
(1)A Sends (3)B Sends ("cannot answer/determine") an anchor-
a Photo a Photo ing point.
The questionnaire's first set of survey
questions was framed in terms of five
(4) Prize (2) Word-of-Mouth {5) Referral
factors that comprised the core attitudinal
Continues
model: interpersonal connectivity, self-
identification with the mobile device,
affective commitment to the promoted
brand, attitude toward the campaign,
Figure 3 S t r u c t u r e o f W O M C a m p a i g n U s e d in T h i s S t u d y and willingness to make referrals (see

18 JOÜRÜflL OFflOUERTISIflGflESEBIiCHMarch 2009

 TACTICAL USE OF MOBILE MARKETING

Table 2). The second set of questions was

categorical to determine the source
Funny Photo Contest
"God, please give us a Wax!' of the campaign information {face-to-
face contact or mobile device); the self-
reported participation in the campaign
("Yes, I told my friend to participate in
the campaign" or "No, f did not tell any-
Your hairstyles are exciting ® body to participate in the campaign");
Next posting will be published
and the mode of campaign referral (face-
on 9/28!
to-face contact or mobile message). To min-
imize the mortality/abandonment rate of
questionnaire completion, a system was
developed that required respondents to
complete each question in order to pro-
ceed to the next question. As an incentive
to participate in the survey, the program
offered free access to a book-coupon
sweepstake.

Click here to ZOOM
Nickname: Country boooys
Address: Akita Prefecture
School: YK High School
Comment: I took this picture for no
reason. I just want a Wax!
(Response from the sponsor) Ok, looks
like you are having a wonderful school
life! I can see your everyday life from
the picture!
Click here to ZOOM
Nickname: Lost
Address: Niigata Prefecture
School: T High School
Comment: We arranged our friend's
hairstyle together.
(Response from the sponsor) Is this a
kind of Twist Dreadlocks or a new Gypsy
Style? What is it? You seem to belong
to a strange tribe from another world.
Note: Actual photos were replaced with illustrations for the sake of privacy protection of the participants.
Figure 4 Examples of Photo Contest Postings
RESULTS
Response rate
Twenty-two thousand and five hundred
male adolescents aged 13-18 years were
randomly chosen from a.inobile advertis-
ing agency's opt-in customer database (N =
250,000). Only male users were used for
the survey because the promoted product
was a men's hairstyling wax. Mobile mes-
saging directly delivered 22,500 survey
invitations to the selected group. The click-
through rate on the mobile message was
estimated at approximately 70 percent,
which leads to the conclusion that 15,750
teenagers actually "checked" the link for
"survey invitation." Of these, 4,883 com-
pleted the questionnaires—a response rate
of approximately 21.7 percent. Almost 80
percent of the respondents filled out the
questionnaires within 2 days. To ensure
data consistency, incomplete question-
naires that included missing values were
removed. Furthermore, because the re-
search model sought to explore the psy-
chological mechanism of actual participants
in the mobile-based viral marketing, those
who made no WOM referrals were ex-
cluded from the analysis resulting in 1,705

March 2009 JOÜIlflflL OF «fiTISinii RESEfllCH 1 9

TACTICAL USE OF MOBILE MARKETING

TABLE 2
Measurement Model Evaluation
Standardized
Loading t-Value CR AVE
Interpersonal connectivity—adapted from Dholakia, Bagozzi, 0.94 0.73
and Pearo (2004)
• I maintain a close relationship with my circle of friends. 0.67
• We always share interesting information with each other. 0.78 24.34
• I often receive fun information from my friends. 0.73 23.72

Self-identification with the mobile device^original items 0.81 0.57

• I always use various services of my mobile phone. 0.60
• I feel a strong emotional attachment to my mobile phone. 0.54 15.57
• My mobile phone is a must for my everyday life. 0.58 15.40
Affective brand commitment—adapted from Verhoef, Franses, and Hoekstra (2002) 0.95 0.76
• I am a loyal customer of XYZ brand. 0.81
• I fee! a strong emotional attachment to XYZ brand. 0.92 30.32
• As far as hair-care products are concerned, I don't want to use 0.49 20.36
anything, but XYZ brand.

Attitude toward the campaign—from Okazaki, Katsukura, and 0.93 0.71

Nishiyama (2007)
• It's interesting. 0.80
• It's beneficial. 0.78 29.89
• It's foolish (reverse). 0.50 12.97
Willingness to make referrals—adapted from Verhoef, Franses, and Hoekstra (2002) 0.95 0.74
• If I find an interesting mobile-based referral campaign like this, 0.82
I want to tell my friends about it,
• If somebody asks me for advice about an interesting mobile 0.76 29.87
campaign like this, I will encourage him or her to participate.
• I would recommend my friends and family to participate in an 0.63 25.05
interesting mobile-based referral campaign like this.

Note: CR = composite reliabiliti/; AVE = average variance extracted.

Fit indexes, xlo = ^^^-^ <P < O-OOV. GFI = 0.97, AGF! = 0.96, CFI = 0.97, RMSEA = 0.044.

responses being retained for the data
analysis.
Measurement model assessment
The study examined the reliability of the
measures through confirmatory factor analy-
sis (CFA). CFA revealed that each indica-
tor loaded significantly on its designated
factor {p < 0.001), thus indicating a good
convergent validity (Table 2). Chi-square
value was 349.4 {df = 80), which was
statistically significant at p = 0.001. The
literature suggests, however, that this in-
dex is overly sensitive to the sample size.
Other fit indexes indicate that the model
fit the data well; Goodness-of-fit index
(GFI) - 0.97, Adjusted Goodness-of-fit
(AGFI) = 0.96, Comparative fit index
(CFI) = 0.97, and root-mean-square error
of approximation (RMSEA) = 0.044. The
internal consistency was measured by two
measures, composite reliability (CR) and
average variance extracted (AVE). For the
CR, all the scores exceeded 0.70, which
was recommended as an acceptable level
by Hair et al. (2006). For the AVE, the
scores were lower, but exceeded the same
guideline, with the exception of self-
identification with the mobile device, with
a score of 0.57. A possible reason for this

2 0 JDUROHL DF HDUEHTISinG RESEHHCH March 2 0 0 9


TABLE 3
Discriminant Validity
M SO
1. Interpersonal connectivity 3.87 1.03
2. Self-identification with the 4.14 1.07
mobile device
3. Affective brand commitment 2.74 1.32
4. Attitude toward the campaign 3.47 1.12
5. Willingness to make referrals 2.78 1.19
Note: The principal diagonal represents the square root of tbe average variance extracted (AVE). For äiscriminant valid-
ity, it shouid be greater than the off-diagonal entry.
may be that the questionnaire items of
this construct were originally proposed
for this study. However, it is over 0.50,
the minimum recommended by the liter-
ature, and was thus deemed satisfactory.
Discriminant validity was assessed in
two ways, starting with CFA models of
paired constructs (Bagozzi, Yi, and Phil-
lips, 1991), For each pair, two models were
estimated, an unconstrained model and a
constrained model And the two model
fits were then compared. In all cases, the
results showed a significantly lower chi-
square value for the unconstrained model
at p < 0.001, demonstrating discriminant
validity. Second, the square roots of AVE
were compared with the variance shared
between the construct and other con-
structs in the model. The former should
exceed the latter, thus demonstrating dis-
criminant validity (see Table 3).
The estimation of the core
attitudinal modei
Based on the CFA results, a structural
model assessment was performed. The
model fit reasonably well: ^83 ^ 347.23,
GFI = 0.97, AGFI = 0.96, CH = 0.97, and
RMSEA = 0.045. All the path coefficients
were statistically significant at p ^ 0.001
with the hypothesized directions.
Alpha 1 2 3 4
0.74 0.85
0.60 0.59 0.75
0.77 0.28 0.31 0.87
0.76 0.32 0.38 0.43 0.84
0.84 0.36 0.38 0.36 0.78
The final step in model assessment was
to compare the proposed model with two
competing nested models (Hair et al., 2006),
in that alternative explanations should be
sought to ensure that no other similar
models are acceptable. Thr«e models were
examined, for which the model parsi-
mony, fit indexes, and theoretical justifi-
cation were compared (see Figure 5).
The first model is our proposed model.
The second model, competing model 1,
added the direct paths A-E, B-F, and
C-E, assuming three exogenous con-
structs as direct predictors of willingness
to make referrals. This model had the
lowest chi-square value, but also had the
largest number of estimated parameters
with the lowest degrees of freedom. Thus,
this alternative was the least parsimoni-
ous. Furthermore, the results showed that
the paths B-E and C-E were not statisti-
cally significant.
Competing model 2 attempted to pre-
dict a direct relationship A-E, which is
theoretically possible due to a strong so-
cial influence on group behavior. The chi-
square value was low, but the difference
between this model and the proposal
model produced a significant difference
(A^f ^ 19.50). However, "good model fit
alone is insufficient to support a pro-
TACTICAL USE OF MOBILE MARKETING
Proposed Model
S
0.86
Note: A = Interpersonal connectivity
B = self-iöentification with the mobile device
C = affective commitment to the promoted
brand
D = attitude toward the campaign
E = wiilingness to make referrais
Figure 5 Competing Nested
Models
posed structural theory" (Hair et al., 2006,
p. 757). Prior attitudinal research sug-
gested that attitude is a strong, direct,
and positive determinant of intentions,
and the link between attitudes and inten-
tions has been documented elsewhere in
a wide variety of settings (Dabholkar and
Bagozzi, 2002). Furthermore, the media-
tion test suggested that the model with
an additional path A-E without the path
D-E had a chi-square value of 870.75
{df = 83), while the addition of the path
D-E resulted in a substantial reduction
in this value {àx\ ^ 516.01). Thus, this
mediation was not supported (Hair et al.,
2006).
Given these results, and the study's pri-
mary theoretical considerations, it was de-
cided to accept the proposal model for
the subsequent hypotheses testing.
March 2 0 0 9 JOUHIKIL OF RDUEBTISIOG RESEIll CH 2 1
TACTICAL USE OF MOBILE MARKETING

Interpersonal
Connectivity

Self-ldentification 0.82***(0.03)
with the Mobile
Device

Affective Brand
Commitment

Note: Standafdiied beta coefficients with standard errors in parentheses

Fit indexes: y} = 374.2 (p < 0.001), GFI = 0.97, AGFI = 0.96. CFI = 0.97. TLI = 0.96, RMSEA = 0.045
83

Figure 6 Parameter Estimates of the Core Attitudinal Model

Hypotheses testing
HI posits that interpersonal connectivity
will directly and positively affect attitude
toward the campaign. This path was sta-
tistically significant with the standardized
coefficient of 0.17. Thus, the data support
HI, To its surprise, however, the effect
was not as strong as expected, in compar-
ison to the others. A stronger effect was
found in H2, which hypothesizes the re-
lationship between self-identification with
the mobiie device and attitude toward the
campaign. The standardized effect of this
path was 0.41, which was statistically sig-
nificant. Therefore, H2 was supported.
H3 predicts that affective brand com-
mitment will directly and positively af-
feet attitude toward the campaign. The
effect was modest, but staHstically signif-
icant, ringing true to the hypothesis. Fi-
nally, as predicted in H4, attitude toward
the campaign directly and positively af-
^ '^ ^ r J ^ Interpersonal connectivity
fected willingness to make referrals. Fig-
ure 6 summarizes the results of parameter
estimates of the core attitudinal model,
of WOM and the mode of campaign refer- tent mean structure comparison (Byrne,
raL Here, the focus of the research was 2001). This procedure enabled the simuita-
whether there are any significant differ- neously estimation and comparison of the
enees between those who learr\ed and dis- two CFA models, ensuring that any differ-
seminated the campaign information via enees in latent means were not due to mea-
face-to-face contact and those who used mo- sûrement differences. The first model was
bile devices. To this end, the study first clas- a baseline multigroup model that allows
sified the samples into four groups, as items to load freely on their respective fac-
postulated in the hj^otheses. tors. If this model fits well, evidence for
The resulting groups consisted of Group 1 the same pattern of item loadings exists
{n =1,033), Group 2 (n ^ 286), Group 3 {n = across groups. This baseline model was then
237), and Group 4 (ii = 149), To this end, compared to a constrained model (Steen-
first, a multigroup measurement invari- kamp and Baumgartner, 1998), The results
anee test was conducted, and second, a la- indicated that the difference in chi-square
XADI C A
Latent Mean
(n.=:.l-033) (n =,149) Error Mfalue
0 0.00 0.06 0.05
2. Self-identification with the mobile device 0 -0.07 0.07 -0,98
3. Affective brand comrnitment 0 -Q.A^ 0.11 ::^;74***
4. Attitude toward the campaign 0_ -0.35 0.09 -3.80***

The test of moderating effects 5. Willingness to make referrals 0 0.18 0.08 2.28*
In the light of H5-H9, the next step was to ^^^^. .^ ^ ^^^^ .„^ ^ opo^
examine the moderating effects of the source "Reference value. The latent means of group 1 xvere fixed to zero.

2 2 JOyflllflL OF ROUEflTISIIlG nESEflflCH March 2 0 0 9


values between the measurement weights
oí the two models was not statistically sig-
nificant (p < 0.97). Thus, support was given
for partial measurement invariance, thus
testing further latent mean comparisons was
justified.
The results of the latent mean structure
comparison were somewhat contrary to
expectations (see Table 4). First, there were
no significant differences in the latent
means of the two antecedents of attitude—
i.e., interpersonal connectivity and self-
identification with the mobile device. Thus,
H5 and H6 were rejected by the data.
Second, significant differences were found
in affective brand commitment, attitude
toward the campaign, and willingness to
make referrals. The hypothesized direc-
tions, however, were supported only for
willingness to make referrals. For affec-
tive brand commitment and attitude to-
ward the campaign, the latent means were
greater in Group 1 (face-to-face WOM)
than in Group 4 (mobile WOM). There-
tore, H7 and H8 were not supported, but
H9 was supported.
THEORETICAL IMPUCATI0N5
This article provides one of the first tests
of consumers' participation in a mobile-
based WOM campaign. Among the new
findings in the study, CS theory proved to
be a useful rationale in explaining adoles-
cent consumers' WOM behavior. In this
study, structure constraints, agent, and con-
tent of adolescents' socialization process
were conceptualized as primary anteced-
ents. Interpersonal connectivity, self-
identification with the mobile device, and
affective brand commitment, respectively,
affected their participation in the campaign.
As expected, these antecedents were pos-
itively and directly related to attitude to-
ward the campaign, which, in tum, had a
significant effect on willingness to make
referrals. Interestingly, the effect of inter-
personal cormectivity exhibited the least
Interestingly, interpersonal connectivity exhibited the
ieast effect, whiie self-identification with the mobiie
device was the strongest.
effect, while self-identification with the
mobile device was the strongest. This
means that the agent of the adolescents'
socializafion process is much more impor-
tant than structure constraints. A possible
reason for this may be that there are many
alternative ways—in addition to those en-
abled by mobile devices—of developing
and deepening social ties. It probably is
more realistic to assume that adolescents
maintain and expand their social network
through direct contact (daily face-to-face
conversation), while using indirect con-
tact (PC and mobile communication) as a
secondary, complementary venue.
The findings from latent mean struc-
ture are surprising: The latent mean dif-
ferences between Group 1 (face-to-face
WOM) and Group 4 (mobile-based WOM)
clearly indicate that face-to-face WOM elic-
its stronger affective brand commitment
and attitude toward the campaign than
mobile-based WOM. However, this pat-
tern is reversed in the willingness to make
referrals. This implies that adolescents who
leamed of and disseminated the cam-
paign via face-to-face were interested in
the promoted brand and formed a favor-
able atfitude. By contrast, those who
learned of and transmitted the campaign
information via mobile-based WOM were
not so interested in the promoted brand,
and their attitude toward the campaign
was significantly less favorable. What is
interesting, however, is that they in-
tended to participate in the campaign as
strongly as the others. That leads to the
conclusion that mobile-based WOM may
be persuasive and effective even when
the information recipients are not as
March 2009 M M l OF fIDüEfiTISlöG eESEimCH 2 3
TACTICAL USE OF MOBILE MARKETING
well motivated, or not as interested in
the referred content. This finding is
extremely important because current
mobile-based campaigns primarily focus
on the promotion and extension of major
brands, largely because these leading
brands sponsor the majority of mobile
content (Okazaki, Katsukura, and Nishi-
yama, 2007).
MANAGERIAL IMPLICATIONS
The significance of affective brand com-
mitment cannot be overemphasized. While
prior research on mobile commerce was
implicit in the branding effect of mobile
marketing, this study highlights the fact
that the brand commitment perceived by
consumers reinforced their motives to par-
ticipate in the mobile-based referral cam-
paign. This means that mobile promotion
can be especially useful in the context of
brand extension.
In addition, in light of the importance
of interpersonal connectivity, marketers
may find it useful to identify "opinion
leaders" in a strategically segmented group
to take advantage of a group-to-person
shortcut to disseminate the information.
Such assessment also would reinforce an
instrumental purpose predetermined by
their group leader.
The evidence from this study also pro-
vides a theoretically-grounded explana-
tion of "viral marketing" practices. In viral
marketing, firms seek to exponentially in-
crease brand awareness by creating enter-
taining or informative messages that are
designed to be shared (Gruen, Osmon-
bekov, and Czaplewski, 2006; Phelps et al.,
2004; Subramani and Rajagopalan, 2003).
TACTICAL USE OF MOBILE MARKETING
In this study, the photo contest created the
"buzz/' which was the reason to share the
experience, either in a face-to-face conver-
sation or by a mobile-enabled electronic con-
versation. This study demonstrates that this
buzz was transmitted in a structural—
rather than accidental—manner, spread-
ing in relational networks of CS process,
while reinforcing the "contagious" effect of
a successful trial of new brand.
Finally, the study evaluates the feasibil-
ity of an age-based campaign strategy for
promoting a consumer product. Given the
growing importance of the youth segment,
the findings suggest that mobile promo-
tion to the "mass market" may not be
appropriate for maximizing the effect of
campaign appeals. It has been reported
that the most active mobile user segment
is teenagers and college students (e.g., de
Kerckhove, 2002; Ito and Okabe, 2005;
Ling, 2005). In this respect, the empirical
findings enable marketing managers to
work on a strategy premise that might
first be applied to teenagers, generating a
"hot" topic that then might find appeal in
other age segments. This strategy seems
especially useful for nondurable con-
sumer goods with reduced prices that are
more accessible for teenagers.
LIMITATIONS AND FUTURE RESEARCH
DIRECTIONS
To make the findings more objective, sev-
eral limitations should be recognized,
which we aim to overcome in future ex-
plorations. First and foremost, the data
were collected in Japan, and the same
degree of sophisticated mobile technol-
ogy may not be available in other coun-
tries. And, that, in turn, may make it
difficult to make generalizations beyond
the survey market. Consequently, this
should be regarded as a feasibility study
that may be applied to specific situations.
Second, because this study examined
only one product and considered only
24 JOüiiniiL OF mmmn wmm March 2009
adolescent-male consumers, the applica- the Journal of Marketmg Communications (Deputy
bility of key findings to the general pop- Editor), and Internet Researct), among others.
ulation should be discussed with caution, Dr. Okazaki is on the executive board of the Euro-
Third, the study did not take into ac- pean Advertising Academy and the Spanish Marketing
count any synergistic effect of other me- Association, and is on the Council of the Japan Acad-
dia and WOM. For example, campaign emy of Advertising. He has been an active member in
referral via PC internet or voice mail was several other academic organizations, including the
not included in the study design. One American Academy of Advertising, the European Mar-
interesting extension of this study would keting Academy, the Academy of Marketing Science,
be to conduct a similar promotional cam- and the Academy of International Business.
paign on the PC internet and compare the Dr. Okazaki was named "the Best Academic of the
results with the findings. Because the PC Year" in 200S by the Mobile Marketing Association.
internet involves a larger network with a
wider reach, the mechanism of interper-
sonal referral may work differently. Is the REFERENCES
degree of self-identification with the mo-
biie device similar to that with the PC? AccARWAL, P, "The Effects of Brand Relation-
What is the level of interpersonal connec- ship Norms on Consumer Attitudes and Behav-
tivity in a PC-based WOM network? Such ior." ¡ournal of Consumer Research 31, 1 (2004);
knowledge would make an important con- 87-101.
tribution to the literature,
ARNDT, J. "Role of Product-Related Conversa-
tions in the Diffusion of a New Product," jour-
nal of Marketing Research 4, 3 (1967): 291-95.
SHINTARO OKAZAKI is an associate professor in the
College of Economics and Business Administration,
BAGOZZI, R. P., Y Yi, and L. W. PHILLIPS. "As-
Universidad Autónoma de Madrid (Spain), from which
sessing Construct Validity in Organizational
he obtained his Ph.D. in marketing. Dr. Okazahi's pri-
Research." Administrative Science Quarterly 36, 3
mary research agenda focuses on moöiie commerce,
(1991): 421-58.
consumer generated media, electronic WOM, informa-
tion privacy concerns, and cfoss-culturai issues in
BANSAL, H . S., and P. A, VOYER. "Word-of-
marketing commtjnications.
Mouth Processes within a Services Purchase
His work has appeared in a number of leading
Decision Context." Journal of Service Research 3,
journals in advertising and marketing, including the
2 (2000): 16&-77.
Journal of Aüvertising, the Journal of Advertising Re-
searcfi, the International Journal of Advertising, the
BBC. "Commissioning: Children." BBC
Journal of Computer-Mediated Communication, the
Homepage, 2006: [http://www.bbc.co.uk/com-
Journal of Marketing Communications, the Journal of
missioning /marketresearch / audiencegroup 1.
/ntemationa/ Marketing, the Journal of Business fie-
shtml], accessed on December 4, 2006.
searciJ, the Journal of World Business. Psychology &
Marketing, the European Journal of Marketing, the
BKOWN, I. J., and P. H. REINGEN. "Social Ties
International Marketing Review, the International Jour-
and Word-of-Mouth Referral Behavior." journal
nal of Market Research. Information & Management.
of Consumer Research 14, 3 (1987): 350-62.
and Internet Research, among others. He serves on
the editorial boards of the Jourr\al of Advertising, the
BYRNE, B. M . Structural Equation Modeling with
International Journal of Advertising, the Journal of Inter-
AMOS; Basic Concepts, Applications, and Program-
active Advertising, the Journal of Public Policy & Mar-
ming. Mahwah, NJ: Lawrence Erlbaum Associ-
keting, the /nternat/ona/ Journal of Market Research.
ates, 2001.

DABHOLKAR, P. A . , and R. P. BACOZZI. "An
Attitudinai Model of Technology-Based Self-
Service: Moderating Effects of Consumer Traits
and Situational Factors," Journal of the Academy
of Marketing Science, 30, 3 (2002): 184-201.
DE KERCKHOVE, A . "Building Brand Dialogue
with Mobile Marketing." Young Consumers 3, 4
(2002): 37-43.
DHOLAKIA, U . M . , R. P. BAGOZZI, and L. K.
PEARO- "A Social Influence Model of Con-
sumer Participation in Network- and Small-
C.roup-Based Virtual Communities." International
journal of Research in Marketing 21, 3 (2004):
241-63.
DwvER, R., p. H. SCHUHR, and S. O H . "Devel-
oping Buyer-Seller Relationships." journal i^Mar-
keting 51, 2 (1987): 11-27.
FiSHBEiN, M., and I. AJZEN. ßeii'ef. Attitude. In-
tcntion and Behavior: An Introduction to Theory
and Research. Reading, MA: Addison-Wesley,
1975.
FujiTA, A. "Mobile Marketing in Japan: The
Acceleration of Integrated Marketing Commu-
nications," Journal of Integrated Marketing Com-
munications (2008): 41-46: [URL: http;//jimc.
medil l.northwestem.ed u / JIMCWebsite / 2008/
MobileMarketing.pdf], accessed on December
2, 2008.
FuLiERTON, G. "How Commitment Both En-
•ibles and Undermines Marketing Relation-
ships." European Journal of Marketing 39, 11/12
(2005): 1372-1388.
GRUEN, T. W., T. OSMONBEKOV, and A. J. CZA-
PLEWSKI. "eWOM: The impact of Customer-to-
Customer Online Know-How Exchange on
Customer Value and Loyalty." Journal of Busi-
ness Research 59, 4 (2006): 449-56.
HAIR, J. F., W. C. BLACK, B . J. BABIN, R. E.
ANDERSON, and R. L. TATHAM. Multimriate Data
Analysis, 6th ed. Upper Saddle River, NJ: Pren-
tice HaU, 2006.
HASHIMOTO, Y. "The Spread of Cellular Phones
and Their Influence on Young People in ja-
pan." In The Social and Cultural Impact/Meaning
of Mobile Communication, S. D. Kim, ed. Chun-
chon, Korea: School of Communication Hallym
University, 2002.
HENNIG-THURAU, T., and G. WALSH. "Elec-
tronic Word-of-Mouth: Motives for and Conse-
quences of Reading Customer Articulations on
the Internet." International Journal of Electronic
Commerce 8, 2 (2004): 51-74.
HERK, P. M . , F R. KARDES, and J. K I M . "Effects
of Word-of-Mouth and Product-Attribute Infor-
mation on Persuasion: An Accessibility-
Diagnosticity Perspective." Journal of Consumer
Research 17, 4 (1991): 454-62.
HiRAGANA TIMES. "Rapidly Growing with the
Needs of Mobile Phone Users," )une 2008, in
CanPan: [URL: h t t p s : / / c a n p a n . i n f o / o p e n /
news/0000002938/news„detail.html], accessed
on December 2, 2008.
HiscocK, G. "Mobile Commerce Part of Japan
Life." CNN.com, World Business, April 15, 2007:
[URL: http://edition.cnn.com/2006/BUSINESS/
11/02/digitalbiz.japan.mohile/index.htm]], ac-
cessed on December 11, 2008.
ITO, M . , and D. OKABE. "Technosocial Situa-
tions: Emergent Structurings of Email Use." In
Personal, Portable, Pedestrian: Mobile Phones in
Japanese Life, M. Ito, D. Okabe, and M. Mat-
suda, eds. Cambridge: MIT Press, 2005.
JOURNAL A DAY. "Are Mobile Phones a Eash-
ion Statement?" Communications,
2006: [URL: http://www.joumal-a-day.com/
Communications/38247-are-mobile-phones-a-
fashion-statement.html], accessed on February
5, 2007.
TACTICAL USE OF MOBILE MARKETING
JUNIPER RESEARCH. "Report: Mobile User-
Generated Content Revenues to Rise Tenfold
by 2012." PRWeb, August 13, 2007: [URL: http://
www.prweb.com/releases/2007/8/prweb5461
22.htm], accessed on August, 2007.
LACHANCE, M . J., P. BEAUDOIN, and J. ROBI-
TAiLLE. "Adolescents' Brand Sensitivity in Ap-
parel: Influence of Three Socialization Agents."
International Journal of Consumer Studies 27, 1
(2003): 47-57.
LING, R. "The Socio-Linguistics of SMS: An
Analysis of SMS Use by a Random Sample of
Norwegians." In Mobile Communications: Rene-
gotiation of the Social Sphere, R. Ling and P.
Pedersen, eds. London: Springer, 2005.
LUCHTER, L. "Ipsos: Social Networking Becom-
ing Dominant Web Activity Worldwide." Media
Post, July 6, 2007: [URL: http://publications.
mediapost.com/index.cfm?fuseaction=Articles.
san&s=63603&Nid=32046&p=204029], accessed
on July 6, 2007.
LuEG, J. E., N. PONDER, S. E. BEATTY, and M. L.
CAPELLA. "Teenagers' Use of Alternative Shop-
ping Channels: A Consumer Socialization Per-
spective." Journal of Retailing 82, 2 (2006); 137-53.
MACKENZIE, S. B., and R. ]. LUTZ. "An Empir-
ical Examination of the Structural Antecedents
of Attitude toward the Ad in an Advertising
Pretesting Context." Journal of Marketing 53, 2
(1989): 48-65.
MINISTRY OF INTERNAL AFFAIRS AND COMMU-
NICATION. White Paper: Information and Conimu-
nieations in Japan. Information & Communication
Statistics Database, 2005. Tokyo: Government
of Japan, 2007.
May 20, MMA. "McDonald's RUMAC (ipsh!)." Case
Studies, Mobile Marketing Association, 2007:
[URL: http://www.mmaglobal.com/studies/
mcdonald%E2%80%99s-rumac-ipsh], accessed
on September 10, 2008.
March 2009 MB^l OF RBUEfiTISinil 25
TACTICAL USE OF MOBILE MARKETING
MORGAN, R., and S. HUNT. "Relationships be-
tween Providers and Users of Marketing Re-
search: The Dynamics of Trust within and
between Organizations." journal of Marketing
Research 29, 3 (1994): 314-329.
MosCMis, G. P. "The Role of Family Commu-
nication in Consumer Socialization Adoles-
cents." Journal of Consumer Research 11, 4 (1985): Made Explicit." Advances in Consumer Research ToTO, S. "Japan's Super-Advanced Mobile Web:
898-913.
, and G. A. CHURCHILL, JR. "Consumer
Socialization: A Theoretical and Empirical Anal-
ysis." journal of Marketing Research 15, 4 (1978):
599-609.
OKAZAKI, S.. "Mobile Finds Girls' Taste: Knorr's
New Product Development." journal of Inter-
active Advertising 9,2 (2009): [URL: http://www.
jiad.org/).
; A. KATSUKURA, and M. NISHIYAMA.
"How Mobile Advertising Works: The Role
of Trust in Improving Attitudes and Recall."
journal of Advertising Research 47, 2 (2007):
165-78.
PHELPS, j . E., R. LEWIS, L. MOBILIO, D. PEBRY,
and N. RAMAN. "Viral Marketing or Electronic
26 L OF eOÜEOTlSIflG RESEflllCH March 2 0 0 9
Word-of-Mouth Advertising: Examining Con- SYBASE 365. "Volvo." Case Studies, 2007a: (URL:
sumer Responses and Motivations to Pass Along http://www.mobile365.com/case_studies/
Email." Joumal of Advertising Research 44,4 (2004): volvo.php], accessed on July 12, 2007.
333-48.
. "Sony Picture." Case Studies, 2007b:
[URL:http://www.mobile365.com/case_studies/
RiCHiNS, M. L., and T. ROOT-SHAFFBR. "The
volvo.php], accessed on July 12, 2007.
Role of Involvement and Opinion Leadership
in Consumer Word-of-Mouth: An Implicit Model
Too Unique to Serve as a Global Blueprint?"
15 (1988): 32-36.
TechCrunch, August 9, 2008: [URL: http://
www.techcrunch.com / 2008 /08 /09 /japan%E2%
SATO, N., and Y. KATO. "Youth Marketing in 80%99s-super-advanced-mobÜe-web-too-unique-
Japan." Young Consuniers 6, 4 (2005): 56-60. to-serve-as-a-global-blueprint/], accessed on
December 2, 2008.
SHIM, S. "Adolescent Consumer Decision-
Making Styles: The Consumer Socialization Per- TOYAMA, M. "Boutique in Hand." Time, March
spective." Psychology and Marketing 13, 6 (1996): 8, 2006: [URL: http://www.time.com/time/
547-69. magazine/article/0,9171,n70939,00.html], ac-
cessed on October 2, 2008.
SUBRAMANI, M . R., and B. RAJAGOPALAN.
VERHOEF, P. C , P H. FRANSES, and J. C. HOEK-
"Knowledge-Sharing and Influence in Online
STRA. "The Effect of Relational Constructs on
Social Networks via Viral Marketing." Commu-
Customer Referrais and Number of Services
nications ofthe ACM 46, 12 (2003): 300-307.
Purchased from a Multiservice Provider: Does
Age of Relationship Matter?" joumal ofthe Acad-
STEENKAMP, J. B. E. M., and H. BAUMGARTNER. emy of Marketing Science 30, 3 (2002): 202-216.
"Assessing Measurement Invariance in Cross-
National Consumer Research." Journal of Con- WARD, S. "Consumer Socialization." journal of
sumer Research 25, 1 (1998): 78-90. Consumer Researdi 1, 2 (1974): 1-14.
View publication stats