Mobile Marketing: A Synthesis and Prognosis Academic Article

abstract

• Mobile marketing refers to the two- or multi-way communication and promotion of an offer between a firm and its customers using a mobile medium, device, or technology. We present the conceptual underpinnings of mobile marketing and a synthesis of the relevant literature. We identify and discuss four key issues: drivers of mobile device/service adoption, the influence of mobile marketing on customer decision-making, formulation of a mobile marketing strategy, and mobile marketing in the global context. We outline research directions related to these issues and conclude by delineating the managerial implications of mobile marketing insights.

authors

• Shankar, Venkatesh (Venky)

published proceedings

• JOURNAL OF INTERACTIVE MARKETING

altmetric score

• 6

author list (cited authors)

• Shankar, V., & Balasubramanian, S.

citation count

• 278

complete list of authors

• Shankar, Venkatesh||Balasubramanian, Sridhar

publication date

• January 2009

publisher

• SAGE Publications  Publisher

published in

• Journal of Interactive Marketing  Journal

keywords

• Marketing Communication
• Marketing Strategy
• Mobile Media
• Promotions
• Technology
• Wireless

Digital Object Identifier (DOI)

• 10.1016/j.intmar.2009.02.002

start page

• 118

end page

• 129

volume

• 23

issue

• 2

URL

• http://dx.doi.org/10.1016/j.intmar.2009.02.002