Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research Avenues Academic Article

abstract

• 2016. The intersection of mobile marketing and shopper marketing, known as mobile shopper marketing, is a rapidly evolving area. We formally define mobile shopper marketing as the planning and execution of all mobile-based marketing activities that influence a shopper along and beyond the path-to-purchase: from the initial shopping trigger, to the purchase, consumption, repurchase, and recommendation stages. However, not much is known about mobile shopper marketing. We plug this gap by first discussing mobile shopper marketing and its scope in depth and then presenting a process model that connects the mobile shopping journey with four key entities, i.e., shopper, employee, organization, and mobile technology. For each of these themes, we identify the challenges that offer future research opportunities.

authors

• Shankar, Venkatesh (Venky)

published proceedings

• JOURNAL OF INTERACTIVE MARKETING

altmetric score

• 2

author list (cited authors)

• Shankar, V., Kleijnen, M., Ramanathan, S., Rizley, R., Holland, S., & Morrissey, S.

citation count

• 210

complete list of authors

• Shankar, Venkatesh||Kleijnen, Mirella||Ramanathan, Suresh||Rizley, Ross||Holland, Steve||Morrissey, Shawn

publication date

• January 2016

publisher

• SAGE Publications  Publisher

published in

• Journal of Interactive Marketing  Journal

keywords

• Consumer Behavior
• Digital Marketing
• Mobile Marketing
• Shopper Marketing
• Technology

Digital Object Identifier (DOI)

• 10.1016/j.intmar.2016.03.002

start page

• 37

end page

• 48

volume

• 34

issue

• 1

URL

• http%3A%2F%2Fdx.doi.org%2F10.1016%2Fj.intmar.2016.03.002