Mobile marketing: A literature review on its value for consumers and retailers |
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| Institution: | 1. Halmstad University, Spetsvinkelgatan 29, SE-302 50 Halmstad, Sweden;2. Department of Industrial Engineering and Management, Royal Institute of Technology (KTH), Lindstedtsvagen 30, 100 44 Stockholm, Sweden;3. ISC Royal Holloway, University of London, Wetton''s Terrace Egham Hill Road, Egham TW20 0EX, United Kingdom;1. EcoTopia Science Institute, Nagoya University, Chikusa-ku, Nagoya 464-8603, Japan;2. China Academy of Transportation Sciences, 240 Huixinli, Chaoyang District, Beijing 100029, China;3. Institute of Innovation for Future Society, Nagoya University, Chikusa-ku, Nagoya 464-8603, Japan;1. Faculty of Computing, Universiti Teknologi Malaysia, Malaysia;2. Faculty of Management, Tehran Central Branch, Iran;3. Department of Management, Qeshm International Branch, Iran;1. Department of Business Administration, National Kaohsiung University of Applied Sciences, Yanchao Campus No. 58, Shenzhong Rd., Yanchao Dist., Kaohsiung City 824, Taiwan, ROC;2. Broadband Integration Division, HwaCom Systems Inc., 12Fl., No. 98, Hsin-Tai-Wu Rd., Sec.1, His-Chih, Taipein Hsien, Taiwan, ROC;3. Department of Business Administration, Asia University, No. 500 Liou-Feng Road, Wu-Feng, Taichung City 41354, Taiwan, ROC;1. McCoy College of Business Administration, Texas State University, San Marcos, TX 78666, United States;2. Monte Ahuja College of Business, Cleveland State University, Cleveland, OH 44115, United States;1. School of Business and Administration, Wawasan Open University, Malaysia;2. Faculty of Business and Finance, Universiti Tunku Abdul Rahman, Malaysia;3. Faculty of Business & Information Science, UCSI University, Malaysia |
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| 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. |
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| Keywords: | Mobile marketing Integration Value creation |
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