Mobile Marketing: A Synthesis and Prognosis

Venkatesh Shankar and Sridhar Balasubramanian

Journal of Interactive Marketing, 2009, vol. 23, issue 2, 118-129

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.

Keywords: Mobile media; Wireless; Technology; Marketing communication; Marketing strategy; Promotions (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (85)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:23:y:2009:i:2:p:118-129

DOI: 10.1016/j.intmar.2009.02.002

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