Base, but also a reason to study modern mobile marketing as a whole, to further gain understanding of what is the state of academic research on it, and what mobile technologies are implemented on this marketing channel the thesis is based on a literature review conducted by using various academic article data. Introduction the best buy case focuses heavily on customer engagement as a critical concept related to “marketing success” in consumer retail marketing one of the reasons why customer engagement is such a powerful concept in this context relates to the underlying strategy of marketers to focus on personalization as a. A literature review is a text of a scholarly paper, which includes the current knowledge including substantive findings, as well as theoretical and methodological contributions to a particular topic literature reviews are secondary sources, and do not report new or original experimental work most often associated with. Strategic marketing for the c-suite: a review of the research literature and its relevance to senior executives foundations and trendsr in marketing, vol on future product reliability and future accidents: evidence from the auto- mobile industry journal of marketing, 77:41–57, march 2013 w kang, b l bayus, and.
Research on mobile application marketing a thorough review of studies relating to entrepreneurial marketing, mobile commerce, mobile advertising and mobile applications was conducted in order to establish the theoretical foundations of this study on the basis of the literature review the i-a-r framework was constructed. Mobile marketing evolution: systematic literature review on multi-channel communication and multi-characteristics campaign abstract: mobile technologies have become a significant part of marketing operations since most of the traditional marketing campaigns are integrated onto mobile handhelds, mobile services are. Mobile device shopping is indicated to offer highest value to savvy internet shoppers with extensive experience of using mobile devices • the potential value of mobile marketing comes from integrating entire consumer interfaces instead of single channel implementation • mobile marketing integration is indicated to. Pdf article citation: myron leonard (2002) marketing literature review journal of marketing: july 2002, vol 66, no 3, pp 128-140 66312818509.
The value of mobile marketing for consumers and retailers: a literature review roger ström, halmstad university, sweden martin vendel, kth royal institute of technology, sweden abstract purpose: in this review mobile device shopping, consumers' use of mobile devices while shopping, is assumed to be an. Journal of retailing and consumer services 21 (2014) 1001–1012 contents lists available at sciencedirect journal of retailing and consumer services journal homepage: wwwelseviercom/locate/jretconser mobile marketing: a literature review on its value for consumers and retailers roger ström a, martin vendel b. Evaluating e-relationship marketing features on hotel mobile apps 5 part two: literature review introduction the development of the mobile internet and the increasing adoption of smartphones have influenced all aspects of people's life, including the travel process (wang, park, & fesenmaier 2011). Although it is beyond of this article to provide an exhaustive review and analysis of mobile marketing literature, a short commentary should be made on divergent conceptualizations and development of mobile marketing leppäniemi et al ( 2006), in their detailed review of mobile marketing research, observed that marketing.
Within the literature as the number, diversity, and inter-operability of new web- based and mobile platforms continue to proliferate, the characteristics and subcategories denoted marketing, and related social sciences using the keywords “social media” (health databases) or rating of health interventions. Companies realise how important it is to have a mobile marketing strategy today marketers use multimedia mobile is no scholarly literature on what mobile content marketing is the issue of optimising mobile experience for meaning in the text) (bengtsson 2016: 9) after this systematic review the text was coded into. Download citation | mobile marketing: a | the article describes the existing knowledge of how mobile marketing can increase the value for consumers and retailers mobile device shopping, and consumers' use of mobile devices while shopping is shown to be both an extension of consumers' shoppi.
Determine the extent to which small enterprises use mobile applications as a marketing/promotion tool and the impact the use has on revenues 2 literature review the literature in the area of mobile marketing can be broken out into two distinct groups: studies that focus on how consumers use mobile devices and studies. Systematic literature review process took into account the following keywords: digital, media, advertising, mobile marketing, consumer behavior, consumer psychology 23 definition of observation time: given the nature of raised questions and the progress of the topic in the scientific and professional literature , the.
Through a systematic literature review it is observed that m-marketing evolution is associated with the emergence of mobile technology generations and that multichannel is the future trend of m-marketing a total of 23 m-marketing success factors were identified from single-channel m-marketing literature (with a variety of. The literature review covers many areas such as: e-business, e-marketplace, electronic commerce, electronic platforms, mobile marketing and many other research areas many research gaps were identified in the field especially in the areas of e-marketing performance as well as e-marketing adoption in. Out of their literature review and review of these theories the author's identified, hypothesized, tested, and found a number of variables (constructs) that influence consumer acceptance of mobile marketing (see table 1) these variables include a consumer's behavioral intentions, attitude to act, and adopted. The 20‐year review of marketing and selected business journals examines the internet marketing literature to determine how the literature has evolved in terms of quantity, content three major research areas are likely to grow in the next few years: mobile internet, social media and networks, as well as internet analytics.
Literature review 21 mobile marketing activities mobile marketing is an innovation that creates marketing opportunities because of its ability to create frequent, fast and direct communication with millions of consumers at any time ( scharl et al, 2005) although it is still in its infancy, persaud and azhar (2012) predict. Main purpose of this working paper is to review literature on mobile services to reveal shortcomings and gaps in the on the review, gaps in the literature are identified, and five avenues of future research are proposed descriptions of the mobile service category studied – eg mobile commerce, mobile marketing, mobile. Finally, we conclude with a consideration of research implications in section 5 2 literature review while scholars have provided a sizeable body of research on mobile marketing and its success factors , research explicitly focusing on mobile viral marketing has received less attention  the below. Abstract: this thesis focuses mainly on consumer's perception about mobile marketing based on that information, some tactics for companies are recommended the method conducted in this thesis is mainly quantitative, although there is also little qualitative included the strategy for conducting this research is composing.