Abstract
The growth of Mobile Internet services has changed the paradigm of telecommunication consumers from information- oriented toward social to communication- oriented. This change makes customers as part of the digital society, especially in Mobile Advertising services. Along with this change and the requirement for the company to win the competition, telecommunication providers must develop a business model of Mobile Advertising as a 'stage' that is easily accessible to all interested customers to this facility. In the concept of Service Dominant Logic, the company has no longer as a full control of value creation, but it must involve the customer in the process of value co-creation. The purpose of this research is to understandnding the landscape of Mobile Advertising services in telecommunication industry, understanding the existing model that can be build a model of Mobile Advertising services in the telecommunication industry, and understanding Mobile Advertising will influence on the value co-creation of the brand and corporate image. The research method using survey, exploratory, and systematic review. The research develops a model from the model of attributes and benefits of online community, model Consumer Engagement, model Attitude Toward Online Ads and model of Click Through Rate (CTR). Keywords: value co-creation, mobile advertising, consumer engagement, attitude toward online ads, click through rate (CTR)
Highlights
IntroductionAt a time when the effectiveness of traditional marketing communications is declining, a new method in the marketing world is undergoing significant development
The world of marketing has entered a revolutionary new era
The purpose of this research is to understandnding the landscape of Mobile Advertising services in telecommunication industry, understanding the existing model that can be build a model of Mobile Advertising services in the telecommunication industry, and understanding Mobile Advertising will influence on the value co-creation of the brand and corporate image
Summary
At a time when the effectiveness of traditional marketing communications is declining, a new method in the marketing world is undergoing significant development. The rapid development of digital marketing is causing a change in consumer behavior, especially product search activities and information selection. This change prompted many manufacturers to turn to online media in advertising their products. Product promotion using online media has the advantage of not limited by space and time, consumers can access the ads anytime and anywhere. To maximize the promotion of products using digital marketing media, the seller must have differentiation factors that buyers need. With value co-creation, it is expected that the seller will have a competitive advantage to win the competition, because there is a reciprocal relationship between the seller and the buyer
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