Mobile Marketing Studies: Review
DOI:
https://doi.org/10.61841/cttm0p31Keywords:
Mobile marketing, Consumers acceptance, Customer adoptionAbstract
The point of this paper is to clarify the principle class of portable showcasing research. It gives basic methodology about versatile promoting research design. The article means to feature the enormous territory of portable promoting examination and its requirement for additional comprehend the definition and marvel of versatile advertising. This exploration has noteworthy ramifications for understanding the field of order and focusing on computerized publicizing. This paper investigation concentrated on around forty-six chose diary distributions that are distributed somewhere in the range of 2010 and 2019. Rely upon the chose writing contemplated, the work on appropriation by shoppers concentrates just on a couple of regular zones. Specialists don't concur on the meaning of versatile advertising, conceptualization and portable showcasing marvel stay unexplained. This document discusses the mobile marketing concept and outlines its characteristics in comparison to traditional marketing channels. Next, researchers explore different approaches to mobile marketing and research findings relating to acceptance and attitudes and some of the most important theoretical approaches in this field. Two aspects of the acceptance process stand out: sensitivity and easy use. Finally, a number of suggestions are made for future mobile marketing research. The importance of this paper is that it provides the basic guidelines for researchers to concentrate on important areas in the field of mobile marketing and also allows practitioners to recognize the research pattern.
Downloads
References
[1] A. A. Alalwan, N. P. Rana, Y. K. Dwivedi, and R. Algharabat, “Social media in marketing: A review and analysis of the existing literature,” Telematics and Informatics. 2017.
[2] J. K. Niemi, N. Minot, and M. Sell, “Use of mobile phones in agricultural marketing in Ghana and Uganda,” Maatal. Päivät, 2016.
[3] K. Varnali and A. Toker, “Mobile marketing research: The-state-of-the-art,” International Journal of Information Management. 2010.
[4] “30 Mobile Marketing Case Studies You Need To Bookmark | Tatango.” [Online]. Available: https://www.tatango.com/blog/30-mobile marketing-case-studies/. [Accessed: 27-Jan-2020].
[5] “Mobile marketing case studies.” [Online]. Available: https://www.slideshare.net/DeepMehta14/mobilemarketing-case-studies-115004223. [Accessed: 27-Jan-2020].
[6] “(PDF) Mobile marketing: conceptualization and research review.” [Online]. Available: https://www.researchgate.net/publication/322687163_Mobile_marketing_conceptualization_and_research_review. [Accessed: 27-Jan-2020].
[7] A. A. Shaikh and H. Karjaluoto, “Mobile banking adoption: A literature review,” Telematics and Informatics. 2015.
[8] S. 36O, “Mobile marketing event to help retailers.,” in Cabinet Maker, 2011, p. 8.
[9] R. Ström, M. Vendel, and J. Bredican, “Mobile marketing: A literature review on its value for consumers and retailers,” J. Retail. Consum. Serv., 2014.
[10] A. Gupta and A. Mateen, “Innovative mobile marketing via smartphones,” Mark. Intell. Plan., vol. 32, no. 5, pp. 586–599, 2014.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
