Gamification and Mobile Marketing Effectiveness

A variety of business sectors have been buffeted by the diffusion of mobile technology, a trend that presents a variety of difficult challenges but interesting opportunities to marketers. One such opportunity is gamification, which, one hopes, will enhance appeal to mobile consumers. Our sense from both personal experience and the literature is that the gamified mobile apps currently offered by firms mostly miss the mark. We provide a systematic overview of game design and note how principles derived from that field are highly applicable to gamification in mobile marketing settings. We are aided by the work of Schell (2008), whose Elemental Game Tetrad Model allows us to offer a coherent look at how gamification should affect mobile marketing outcomes

What is SMS advertising and why do multinationals adopt it? Answers from an empirical study in European markets

This is the author’s version of a work that was accepted for publication in Journal of Business Research. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Journal of Business Research 61.1 (2008) DOI http://dx.doi.org/10.1016/j.jbusres.2006.05.003This study examines the factors associated with the intention of multinational corporations operating in Europe to implement SMS advertising. It hypothesizes that managerial intentions to use thismedium are related to the perceptions of four factors: (1) the ability to build brand image; (2) the ability to use location based marketing; (3) the perceptions of how well consumers accept SMS advertising; and (4) the perceptions of the technological infrastructure. Results support the notion that managers from the European Union, Japan, and the United States will be more likely to adopt SMS advertising if they perceive it has the ability to help build the brand. They are also likely to perceive information security as a threat to the ability to “push” the product through the wireless channel. Results also suggest that managers give significant weight to the penetration of the technological infrastructure needed to run the ads through SMS based messaging service

A Short-Run Analysis of Exchange Rates and International Trade with an Application to Australia, New Zealand, and Japan

The information and communication technology (ICT) revolution of the past 3 decades has transformed the world into an integrated marketplace. Today, producers and consumers alike are able to compare the prices of local businesses and worldwide sellers. For an increasing number of tradable goods, they can take advantage of arbitrage opportunities between online and offline transactions. One of the key exogenous elements behind this arbitrage is exchange rate movements. The existing literature on exchange rates has concluded that nominal prices can be assumed to be rigid, which thus opens the door to short-term international arbitrage. However, empirical evidence of international short-term arbitrage has so far been lacking due to data constraints. In this paper, we first present a new dataset that holds records on daily international exchanges of goods, namely those sent through the international postal logistics network. We then combine this data set with daily data on international exchange rate movements to test the hypothesis of international arbitrage. Applying different econometric techniques, we show that in an environment of floating exchange rates, almost instantaneous short-term international arbitrage is indeed occurring and that it has a persistent effect. The effect seems to be particularly pronounced in the developed countries of Asia and the Pacific