Mobile Phone Addiction – Marketing Heaven or Social Irresponsibility

Smartphones are addictive. Just look around you during your commute. Virtually everyone on trains and buses have their necks bent, looking at their phones. The picture above is a very typical scene aboard the trains of Singapore. A 2017 article by the Straits Times reported that Singaporeans spend an average 3 hours and 12 minutes […]

The Implications of Virality in Digital Marketing

What makes a video viral and another not? It all does seem random doesn’t it? This post will talk about the aspects of virality and the potential repercussions of a viral marketing video. According to Kevin Allocca, there are three ingredients for virality namely tastemakers, communities of participation and unexpectedness. 1. Tastemakers The chart below […]

The “Freemium” Business Model and its Ethical Challenges

The word “freemium” is a combination of the words “free” and “premium.” The freemium business model allows users to use an app for free with the option to purchase premium add-on products in the app. In the case of mobile phone games, the “freemium” model, however, can raise ethical issues about its use and success. […]

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