Evaluation of online promotion of mobile communication devices: An empirical study

Author

Zhu, Xiaoning ; Zhang, Qun ; Yang, Jiaqin

Author_Institution

Sch. of Econ. & Manage., Univ. of Sci. & Technol. - Beijing, Beijing, China

Volume

5

fYear

2011

fDate

13-15 May 2011

Firstpage

283

Lastpage

289

Abstract

As mobile communication becomes the future of people´s daily communication, for job or in life, the competition for mobile device market has been intensified during recent years. This paper is an attempt to investigate the current issues and development of online promotion and marketing in the mobile device industry, specifically the mobile phones in a specific market - China. The primary data for this research are collected through a comprehensive website evaluation by a pre-designed observation sheet. Fuzzy TOPSIS is employed to evaluate the current online promotion implemented by all major mobile phone manufacturers in China. The managerial implications and suggestions for future research are also discussed.

Keywords

fuzzy set theory; mobile handsets; mobile radio; China; fuzzy TOPSIS; mobile communication devices; mobile device industry; mobile device market; mobile phone manufacturers; mobile phones; online promotion; website evaluation; Companies; Industries; Internet; Marketing and sales; Mobile communication; Mobile handsets; Pragmatics; Empirical study; Mobile Communication; Online promotion fuzzy TOPSIS;

fLanguage

English

Publisher

ieee

Conference_Titel

Business Management and Electronic Information (BMEI), 2011 International Conference on

Conference_Location

Guangzhou

Print_ISBN

978-1-61284-108-3

Type

conf

DOI

10.1109/ICBMEI.2011.5914478

Filename

5914478