A1 Refereed original research article in a scientific journal
Intermediary roles in local mobile advertising: Findings from a Finnish study
Authors: Hanna Komulainen, Tuija Mainela, Jaana Tähtinen
Publisher: Taylor & Francis
Publication year: 2013
Journal: Journal of Marketing Communications
Journal name in source: Journal of Marketing Communications
Volume: 22
Issue: 2
ISSN: 1352-7266
DOI: https://doi.org/10.1080/13527266.2013.833540
Web address : http://api.elsevier.com/content/abstract/scopus_id:84885508362
Abstract
This research examines the intermediary roles that advertising agencies perform between small local advertisers and a mobile advertising service provider. The intermediary roles have been left unexplored, although the agencies have influence on their client's decisions to use new media. A real-life experiment of new mobile advertising system was conducted, and interview data from eight advertising agencies were collected. The findings show that agencies may play three types of roles. In playing connecting, mediating, and inhibiting roles, agencies influence the value created not only for their clients' but also for themselves and the advertising media provider. © 2013 Taylor & Francis.
This research examines the intermediary roles that advertising agencies perform between small local advertisers and a mobile advertising service provider. The intermediary roles have been left unexplored, although the agencies have influence on their client's decisions to use new media. A real-life experiment of new mobile advertising system was conducted, and interview data from eight advertising agencies were collected. The findings show that agencies may play three types of roles. In playing connecting, mediating, and inhibiting roles, agencies influence the value created not only for their clients' but also for themselves and the advertising media provider. © 2013 Taylor & Francis.
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