NEW MEDIA EFFECT

What is the New Media Effect on Consumer Behavior with a special focus on Mobile Advertising?

Author: Rola Hussain

Abstract

In this study we try to explore the concept of New Media Effect on Consumer Behavior in a holistic context. The main focus of the research is on mobile advertising and its relation with consumer behaviour. The research also analyzes many aspects of Mobile advertising and tries to gauge its effect on consumers. Finally the research describes various factors which are responsible for consumer behaviour and tries to describe the overall effect of new media tools on consumers.

Research Topic

“What is the New Media Effect on Consumer Behavior with a special focus on Mobile Advertising?”

Research Objectives

The main goal is to understand the New Media tools which are the main interactive communication tools with consumers especially. These digital media tools play a role in increasing the significance of the relationship marketing; on the other hand this paper will also explore and define the effect of these new tools on the consumer behavior.

Research Question

For this research topic the research questions are:

How effective is New media tools for advertisers?

Are they helping marketers achieving their communication objectives?

Did Digital media tools have a significant effect on consumer's behavior?

Is mobile advertising considered to be a successful communication tool?

Key words

Digital and Online Media - Consumer Behavior - Mobile advertising

Paper Type: Research Proposal.

Introduction

There is a huge growth in the internet and in more specific the Digital interactive media, these new interactive media tools as claimed by Klein (1998) are able to play the a big role in advertising, selling, communication with consumers and to be a kind of a distribution channel as well. These New tools which is known as well as Digital media was described by many authors like (De Pelsmacker et al,2010) who highlighted the different types of what he called it E-Communication and which will be discussed in more depth in the literature review part. This paper will aim at two main parts; the first part will focus on reviewing work about the paper topic. This part will focus on the theoretical framework which includes discussion and explanation of new digital media tools. The growth behind the development will focus especially on mobile advertising tool overview and growth where Barwise and Strong (2002) states that 24% of the UK mobile users welcoming receiving advertising messages to their mobiles. We will also explore how consumer behavior affected by the growth of the internet and the new digital media and how marketers need to develop new tactics that works with the new tools and allow them to reach to their target market. Furthermore the second part of this paper will focus on the methodology of the research. Several question such as which methodology needs to be conducted? which research approach will be used?, who will be the selected respondents?, explanation of research strategy and design, justifying data collecting method, and how data should be analyzed and reported?.

Literature Review

There is a huge growth in the world of the ...