Mobile marketing: A literature review on its value for consumers and retailers

Ström, Roger, Martin Vendel and John Bredican

Journal of Retailing and Consumer Services, 2014, vol. 21, issue 6, 1001-1012

Abstract: 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' shopping behaviours developed on Internet-connected desktop and laptop computers (PC), and potentially new behaviours based on a mobile devices' uniquely integrated features such as camera, scanners and GPS. The article focuses on how mobile marketing creates value for consumers and retailers, enabling more precise research and development of managerial concepts and tools while providing both managers and academics with increased understanding of mobile marketing and its value outcomes for retailers.

Keywords: Mobile marketing; Integration; Value creation (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (44)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:21:y:2014:i:6:p:1001-1012

DOI: 10.1016/j.jretconser.2013.12.003

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