• Journal of the Korea Society of Computer and Information
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• v.14 no.10
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• pp.141-148
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• 2009

This paper studies important factors of mobile phone marketing including experiences on entertainment, information, reliability and complaints by analyzing actual materials. The result shows that information, reliability, experiences are more significant than other factors. In case of information, the appropriate message is associated with marketing activities. Reliability and benefit on advertisement are significant. Also, experience has a positive effect on marketing activities. Therefore, this study suggests that mobile marketing should consider significant factors such as information, reliability, and experience.