Evaluation of online promotion of mobile communication devices: An empirical study

摘要

As mobile communication becomes the future of people's daily communication, for job or in life, the competition for mobile device market has been intensified during recent years. This paper is an attempt to investigate the current issues and development of online promotion and marketing in the mobile device industry, specifically the mobile phones in a specific market - China. The primary data for this research are collected through a comprehensive website evaluation by a pre-designed observation sheet. Fuzzy TOPSIS is employed to evaluate the current online promotion implemented by all major mobile phone manufacturers in China. The managerial implications and suggestions for future research are also discussed.