MOBILE ADVERTISING: A USER’S PERSPECTIVE

The purpose of this study was to explore the preferences of mobile users when it comes to mobile advertising, what they perceive are the main characteristics and functions of mobile advertising messages. Qualitative approach was used in this data was collected through focus group discussions. Qualitative thematic analysis with the help of Nvivo has been used to evaluate the texts collected from the participants of the focus groups. The findings of the study revealed that the main functions of mobile phone are personal communication, advertising and information. Moreover, mobility, immediacy and personalization have been identified as the main characteristics of mobile communication and lastly, product centred messages and customer centred messages are identified as the main categories as far as the content of mobile communication is concerned

Knowledge creation dynamics of technological forecasting and social change special issues

Technological Forecasting and Social Change (TFSC) is a leading peer-reviewed journal that addresses issues at the intersection of technology and society. A major strategy of the journal is to actively solicit and publish Special Issues (SIs). These SIs were first launched in 1979 to highlight and solicit manuscripts from the “hot” emerging issues of the discipline. This paper aims to analyze SIs and to highlight it's impact on TFSC as compared to Regular Issues (RIs). Using bibliometric analysis, this study first establishes that SIs have a higher impact on the field than RIs when evaluated based on average citations per manuscript, percentage of ‘hot’ papers, and the rate of citations per annum. The study then identifies leading actors (authors, affiliated institutions, and countries) and journals (knowledge inflow/outflow) that have contributed to the success of TFSC-SIs. Finally, using bibliographic coupling, seven thematic clusters of TFSC's SIs were identified. These clusters were compared with the knowledge clusters developed by Singh et al. (2020) for the entirety of TFSC journals, and four clusters unique to SIs were identified i.e. (Climate Change & Energy, Entrepreneurship and Innovation, Sustainability and, Social Media & Internet of Things). It is observed that these unique SI clusters have received disproportionate attention during the last decade and are likely to influence the future trajectory of the journal

"Telecom Branding in Pakistan: Network Coverage or Value Added Services"

Purpose – This study explores the factors of telecom branding in Pakistan. Design/methodology/approach – Survey methodology was used to collect the data and a total of 238 mobile phone users were interviewed for their telecom brand preferences. Findings – Exploratory factor analyses and cross tabulations were used to measure the results, four major antecedents were extracted, Brand Association, Brand Premium, Brand Communication and Brand Loyalty. Cross tabs show wider differences in male and female customers for their perceptions towards bases of telecom branding. Secondly, three factors were identified as shaping the telecom branding i.e. Network coverage, Value added services and Pricing strategies while in subsequent quests value added services were emerged as major factor for retaining consumer mindset for telecom branding. Research limitations/implications – A few strengths of social research; the universal use of self-reporting questionnaires, and use of students in the research process, which make the process robust and economically feasible, are actually highly criticized in different nonacademic quarters. Practical implications – The findings point to various implications for practicing managers especially those who are responsible for segmentation, targeting and positioning their services. Originality/value – Although there are many studies on brand preferences; research on telecom brand antecedents is very limited. This research adds significant value by dissemination of knowledge on the subject area

Corporate Social Responsibility Initiatives and its Influence on Firm Performance: The Stakeholder’s Perspective

The objective of the study is to measure the effect of different dimensions of CSR on the financial performance of the firm in the manufacturing industry of Pakistan. The socially responsible practices of the firm are divided into two categories: internal CSR practices and external CSR practices. Firm performance was measured in terms of market value and operational profitability. Using two-way fixed effects model, it is concluded firm’s financial value is affected when internal and external CSR practices are employed by the firm. Internal CSR practices have a strong positive effect on operating profitability but no effect on market value. External CSR has strong positive effect on firm market value but strong negative effect of operating profitability

Telecom Branding in Pakistan: Network Coverage or Value Added Services

Purpose - This study explores the factors of telecom branding in Pakistan. Design/methodology/approach - Survey methodology was used to collect the data and a total of 238 mobile phone users were interviewed for their telecom brand preferences. Findings - Exploratory factor analyses and cross tabulations were used to measure the results, four major antecedents were extracted, Brand Association, Brand Premium, Brand Communication and Brand Loyalty. Cross tabs show wider differences in male and female customers for their perceptions towards bases of telecom branding. Secondly, three factors were identified as shaping the telecom branding i.e. Network coverage, Value added services and Pricing strategies while in subsequent quests value added services were emerged as major factor for retaining consumer mindset for telecom branding. Research limitations/implications - A few strengths of social research; the universal use of self-reporting questionnaires, and use of students in the research process, which make the process robust and economically feasible, are actually highly criticized in different nonacademic quarters. Practical implications - The findings point to various implications for practicing managers especially those who are responsible for segmentation, targeting and positioning their services. Originality/value - Although there are many studies on brand preferences; research on telecom brand antecedents is very limited. This research adds significant value by dissemination of knowledge on the subject area

International Journal of Economics, Commerce and Management RELEVANCE, CONFUSION, ENTERTAINMENT AND SKEPTICISM TOWARDS ADVERTISING

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