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

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  • Ström, Roger
  • Vendel, Martin
  • Bredican, John

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.

Suggested Citation

  • Ström, Roger & Vendel, Martin & Bredican, John, 2014. "Mobile marketing: A literature review on its value for consumers and retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 1001-1012.
    • Handle: RePEc:eee:joreco:v:21:y:2014:i:6:p:1001-1012
    DOI: 10.1016/j.jretconser.2013.12.003
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    References listed on IDEAS

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