Women's Perceptions Toward Mobile Advertising

Women’s Perceptions Toward Mobile Advertising by Shona Dolson MBA, Devry University, 2010 BS, Medaille College, 2002 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University July 2018 Abstract The use of technology is changing at a very rapid pace, and companies must strategically design advertising messages for the ever-changing devices and platforms. The general business problem was that business owners have not been able to maximize the profitability of mobile advertising messages directed at women. The specific business problem was that business leaders need strategies to enhance mobile advertising returnsThe use of technology is changing at a very rapid pace, and companies must strategically design advertising messages for the ever-changing devices and platforms. The general business problem was that business owners have not been able to maximize the profitability of mobile advertising messages directed at women. The specific business problem was that business leaders need strategies to enhance mobile advertising returns by targeting messages that incorporate women’s perceptions of mobile advertising. The purpose of this case study was to explore how business leaders can enhance mobile advertising returns by incorporating women’s perceptions of mobile advertising into the design of advertising messages. The conceptual framework for this study was user gratification theory. The study population was 5 women business owners from a medium-sized city in the Mid-Atlantic region of the United States. Criteria for study participation included owning a business and using a mobile device to shop. Data were gathered in face-to-face interviews and the review of company documents and websites pertaining to mobile advertising. Yin’s 5-step process was used for data analysis. Themes that emerged were value, need, personalization, and time. Business owners, potential business owners, and marketing personnel could benefit from this research. The implications for positive social change include activating management to motivate employees, thereby enhancing employee performance to sustain organizational profitability. Leaders can actively participate in social change by motivating and developing employees, who can then help others and contribute to society by bringing awareness to social causes and providing mentoring and job skills training. Women’s Perceptions Toward Mobile Advertising by Shona Dolson MBA, Devry University, 2010 BS, Medaille College, 2002 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University July 2018 Dedication This study is dedicated to posthumously to my dad, Grantley Thorpe, who emphasized education, my grandmother (mama), who prayed for me long before I started this journey. To my husband, Dana Dolson, without him, I would have never been able to accomplish any of secondary education. My daughters, Carmen Dolson, Dena Dolson, Ashley Dolson and my granddaughter Kaylei Harris for whom I wanted to show them that all things are possible through Christ who strengthens me. Thank you for your love, continuous support, and encouragement. Acknowledgments If it were not for God, none of this would have been possible. I would like to thank Dr. Matthew Knight for all his guidance through this process. Also, thanks to my children who saw me through the struggles by telling me not to give up. I extend gratitude to the women in my life that encouraged me, my mother, Georgina Thorpe, mother-in-law Gloria Dolson, my sister Gillian Thorpe, best friend Susan McCarthy, Ralana MacDonald, Joann Shillingford, Clare Smith, Aunt Colmeta, Aunt Delphine, Aunt Margaret, Mother Gainer and Donna McKenzie. Also, my son Tristan Thorpe, Uncle Arley, and the rest of my family and close friends. For my loved ones that passed during this journey, brother in law Nathan Dolson, Uncle David Dolson, Uncle Donald Dolson, Aunt Helen Dolson and my grandfather(dada). My appreciation is extended to my classmates and other faculty members for all their helpful words and encouragement.