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Mobile marketing: A literature review on its value for consumers and retailers
Halmstad University, School of Business, Engineering and Science, Centre for Innovation, Entrepreneurship and Learning Research (CIEL), Centre for International Marketing and Entrepreneurship Research (CIMER).
Royal Institute of Technology (KTH), Stockholm, Sweden.
ISC Royal Holloway, University of London, Egham, United Kingdom.
2014 (English)In: Journal of Retailing and Consumer Services, ISSN 0969-6989, Vol. 21, no 6, 1001-1012 p.Article in journal (Refereed) Published
Abstract [en]

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. © 2014 Elsevier Ltd.

Place, publisher, year, edition, pages
Oxford: Pergamon Press, 2014. Vol. 21, no 6, 1001-1012 p.
Keyword [en]
Mobile marketing, Integration, Value creation
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-28930DOI: 10.1016/j.jretconser.2013.12.003Scopus ID: 2-s2.0-84908024527OAI: oai:DiVA.org:hh-28930DiVA: diva2:838632
Available from: 2015-07-01 Created: 2015-07-01 Last updated: 2015-07-31Bibliographically approved

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