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Reconnoitring the comparative landscape of print and mobile media in Dubai
Journal of Digital & Social Media Marketing,
11
(3),
287-300
(2023)
Abstract
This study investigates the effect of print and mobile advertising media on consumer behaviour in an advanced emerging economy. A review of current advertising expenditures in the region and pertinent literature is followed by primary research to explore the differences. The results demonstrate that mobile advertising may improve attitude towards the advertisement and be perceived as more novel. However, attitude towards the brand and purchase intention were not significantly affected by the medium. The paper goes on to consider the implications of this work for marketing communication decisions and future research.
Keywords: Dubai; mobile advertising; print advertising; marketing strategy; consumer behaviour; emerging economy
The full article is available to subscribers to the journal.
Author's Biography
Suzanne L. Conner is an associate professor in the College of Business and Computing at Georgia Southwestern State University. She also holds the Pope professorship, where she works with women and minorities to help them start and grow their businesses. Her research interests include consumer behaviour, advertising, entrepreneurship and green marketing.
Dennis Lee is a former associate professor of marketing at the American University in Dubai. He is presently serving as a consultant for telecom services and solutions in the Asia-Pacific region.
