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This paper aims to examine the theoretical and empirical foundations of the mobile marketing. While numerous studies have yielded important insights into this topic, the existing mobile marketing literature appears to be inconsistent and somewhat fragmented. With the help of two action research projects, interviews of mobile marketing practitioners, and an online survey, this study aims to contribute to the understanding of the nature of mobile marketing communications in consumer markets. IT consists of an introductory section and five papers. The first paper evaluates the current state of mobile marketing research based on a review and an analysis of extant literature that focuses on mobile applications aimed at marketing or advertising. Various definitions of mobile marketing are evaluated and a more technologically-agnostic definition is provided.
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