Professor Grewal Publication Receives MarketingEDGE Best Paper Award
MarketingEDGE has presented Best Paper Award to a publication coauthored by Professor Dhruv Grewal.
Mobile Advertising: A Framework and Research Agenda received the award for a paper published in the Journal of Interactive Marketing in 2016.
Co-authors are Northeastern Professor Yakov Bart, Munich School of Management Professor Martin Spann, and Tel Aviv University Professor Peter Pal Zubcsek.
They will received the honor at the Marketing EDGE Summit in New Orleans on October 8, 2017.
Abstract
“Mobile advertising allows retailers, service providers, and manufacturers to provide consumers with increasingly relevant offers. The success of such campaigns depends on an ever better understanding of environmental, consumer, and technological context variables; a strong focus on advertising goals; accounting for market factors related to the nature of stakeholders and market environment; and the use of appropriate mobile ad elements to improve relevant outcome metrics. This article provides an overarching framework to synthesize current findings in mobile advertising, as well as a research agenda to stimulate additional work in this nascent field.”