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Mobile marketing evolution: Systematic literature review on multi-channel communication and multi-characteristics campaign | IEEE Conference Publication | IEEE Xplore

Mobile marketing evolution: Systematic literature review on multi-channel communication and multi-characteristics campaign


Abstract:

Mobile technologies have become a significant part of marketing operations. Since most of the traditional marketing campaigns are integrated onto mobile handhelds, mobile...Show More

Abstract:

Mobile technologies have become a significant part of marketing operations. Since most of the traditional marketing campaigns are integrated onto mobile handhelds, mobile services are considered as powerful and innovative tools for delivering marketing messages. In this paper, we follow a three step review protocol and conduct a systematic literature review covering 230 academic journal papers in the mobile marketing area. We explore three specific characteristics for mobile services and discuss theories applied to mobile marketing research. We also use a meta-analysis approach to evaluate the relationship between mobile technology generation and mobile marketing evolution. Our work provides a roadmap of current trends and gaps in the literature in the field of mobile marketing.
Date of Conference: 01-04 September 2009
Date Added to IEEE Xplore: 13 November 2009
Print ISBN:978-1-4244-5563-8

ISSN Information:

Conference Location: Auckland, New Zealand

References

References is not available for this document.