A Review of Customer Acceptance and Mobile Marketing (Przeglad akceptacji klientów i marketingu mobilnego)

Purpose: This article aims to organize and classify research on consumer behavior in mobile marketing, namely customer acceptance. Methods/design: To facilitate the search and synthesis of studies, the first step in the approach is to build a classification model that will be used to synthesize articles and research proposals. In the second step, the author conducted a thorough review and analysis of the content of selected articles from 2014 to early 2019 and removed sections that were not related to consumer acceptance of mobile marketing. In the third step, after an accurate review, the relevant studies were identified. Seventy-eight publications were selected for detailed analysis. Results: Through classification and analysis, articles are divided into groups of topics: fields in mobile marketing, research models, research methods. The results provided a conceptual framework of mobile marketing materials that can assess the researcher’s level of attention for each sub-area. Research limitations: This study has certain limitations. The classified publications appeared only in a few journals found. Therefore, the synthesis may not cover all the research on consumer adaptation to mobile marketing. Extensive research is essential in the future. Originality/value: A results framework is analyzed and provided, summarizing the customer acceptance research process as regards mobile marketing. From there on, new research directions are established for the future.