EXPERIMENTAL STUDIES ON DIGITAL MARKETING: AN INVESTIGATION INTO MOBILE MARKETING AND ADVERGAME MARKETING

Abstract

With the escalating digitalization of the e-marketplace, digital marketing has taken center stage as the widely accepted mode of dealing on the e-market. The emergence of many digital marketing channels is providing great opportunities for marketers to improve the effectiveness of their marketing promotions. In this thesis, we particularly focus on two digital marketing channels, mobile marketing and advergame marketing. Accordingly, in this thesis, we conduct two empirical studies: Study One explores the impacts of distance factors on customer response to mobile marketing, and Study Two evaluates the effectiveness of the design elements of advergames. Generally, Study One develops a better understanding of how customers respond to mobile promotions with different distance settings, and Study Two reveals the important impacts of the design factors for advergames.