Academic of the Year

Nov 17, 2008

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Dr. Shintaro Okazaki was among the first scholars to recognize the importance of mobile marketing from an academic perspective. In 2003, he obtained a grant from the Yoshida Hideo Memorial Foundation, founded by Dentsu Inc. (the largest advertising agency in Japan), to start the "EU-Asia Mobile" project, in which he attempted to explore both firms' and consumers' perceptions of mobile marketing.

    This work resulted in one of the pioneering empirical studies of mobile marketing. Dr. Okazaki is an associate professor in the College of Economics and Business Administration, Autonomous University of Madrid (Spain), from which he obtained his Ph.D. in marketing.

His research projects lie broadly in the following areas:
• Perceptions and acceptance of mobile advertising in the context of integrated marketing communications.
• Consumer attitude toward and intention to use mobile-based promotion, in terms of brand-value creation.
• Motivations to participate in mobile-based electronic word-of-mouth.
• Adoption and diffusion of mobile gaming and entertainment.
• Gender and generational differences in mobile-based consumer behavior.
• Brand awareness and personality formulation by the use of mobile-based social network sites.

    His research rigorously addresses questions as to how marketers and advertisers, in particular, can make the best possible use of the mobile device, from the perspective of branding.

For more MMA Awards Coverage:
Welcome Note
Mobile Marketing: Its Time Has Come Part I
Mobile Marketing: Its Time Has Come Part II
12 Things You Must Know to Be Successful with Mobile Marketing
Mobile Metrics
2008 MMA Awards Winners
2008 Selection Committee
adidas: Award for overall excellence for company or committee
Laura Marriot: outstanding individual achievement award
Academic of the Year
The Global Award Winning Strategies
More Winning Strategies