ABSTRACT
Mobile marketing refers to the tow 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.
Venkatesh Shankar and Sridhar Balasubramanian
Journal of Interactive Marketing
Volume 23, Issue 2, May 2009, Pages 118-129
