Adoption of sensor based communication for mobile marketing in India
Abstract
Purpose
This paper aims to explain the applications of sensor-based communication in mobile marketing and how understanding its fast growth is important for marketers.
Design/methodology/approach
The paper draws from various examples used by companies in India and abroad to explain the phenomenon of sensor-based communication in mobile marketing.
Findings
Marketers should be aware of the different ways in which sensor-based communication can be used to build and sustain customer engagement.
Practical implications
The different typologies of applications of sensor-based communication, along with examples, will help the marketers to develop similar initiatives for their brands/products.
Originality/value
This is the first paper to illustrate, explain and exhort the usage of sensor-based communication in the Indian context.
Keywords
Acknowledgements
An earlier version of this paper is registered with IIM Ahmedabad as a technical note.
Citation
, A. and Hemchand, S. (2016), "Adoption of sensor based communication for mobile marketing in India", Journal of Indian Business Research, Vol. 8 No. 1, pp. 65-76. https://doi.org/10.1108/JIBR-08-2015-0091
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, This work has been published previously in its current or a substantially similar form and I have obtained permission to republish the Work. The previously published Work is fully attributed and referenced. I have provided evidence of permission to republish from the copyright holder. (c) llM Ahmedabad