Value-Based Analysis of Mobile Tagging [Book Chapter]

Abstract

Innovative use of the mobile medium in delivering customer value presents unprecedented opportunities for marketers. Various types of mobile applications have evolved to provide ubiquitous and instant customer service to capitalize on this opportunity. One application is mobile tagging, a mobile-based innovative tool for convergence marketing. The accumulated academic knowledge on mobile marketing lacks consumer-centric information about this phenomenon. This paper addresses this issue and contributes to the understanding of theoretical and practical issues related to the use of mobile tagging in consumer markets.