The Ubiquitous Role of New Social Media Channels and Innovative Mobile Services: Are Consumers Ready?

Over the past decade, the world of social media is evolving at warp speed. In light of this rapid evolution, investigating social media users behaviour is top of the agenda for many managers and marketing researchers today (Kaplanand Haenlein, 2010). Indeed, still there are several areas in which we believe social media channels such as social networking, e-commerce, s-commerce, and blogs will make the most trivial evolution in years to come. Given the background provided about social media platforms adoption and strategic usage, there are some interesting and relevant topics that are particularly relevant in research on consumer behaviour towards these geo-information platforms and await further empirical exploration. Firstly, considering the cross-cultural aspects in studying the LBSN adoption on mobile phones, in a relationship social context, is a key driver of the growth and success of mobile LBSN and is even crucial to telecommunication operators to implement these services. Secondly, recently s-commerce is considered as a new form of social media that has arisen which due to its social features seem to have a great power of influence on consumers’ purchasing decision-making process. The marketing area has thus evolved from a time where marketers had the power of influence to today where consumers have a greater power of influence on their peers (Jaffe, 2010). Finally, with the advent of 4G mobile devices and the mobile location based advertising, consumers’ preferences can be pre-identified and advertising content can therefore be delivered to consumers at the right time and at the right place with the right message (Chen and Hsieh, 2012). Therefore, it becomes necessary and reasonable to enhance our understanding about the role of mobile advertising in mediating consumers shopping experience, since we begin to find ourselves bringing our mobile devices everywhere we go.