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Mobile marketing research: The-state-of-the-art

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  • Varnali, Kaan
  • Toker, Ayşegül

Abstract

Rapid proliferation in the business potential of mobile marketing attracts researchers from various fields to contribute to the growing body of knowledge on the phenomena. Although the literature on mobile marketing is accumulating, the stream of research is still in the development stage, hence is highly inconsistent and fragmented. This paper aims to organize and classify the literature on mobile marketing and assess the-state-of-the-art in order to facilitate future research. The review covers 255 peer-reviewed journal articles from 82 journals published between 2000 and 2008. The resulting framework summarizes the progress in mobile marketing research and provides future research directions.

Suggested Citation

  • Varnali, Kaan & Toker, Ayşegül, 2010. "Mobile marketing research: The-state-of-the-art," International Journal of Information Management, Elsevier, vol. 30(2), pages 144-151.
    • Handle: RePEc:eee:ininma:v:30:y:2010:i:2:p:144-151
    DOI: 10.1016/j.ijinfomgt.2009.08.009
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    References listed on IDEAS

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    Cited by:

    1. Saarijärvi, Hannu & Mitronen, Lasse & Yrjölä, Mika, 2014. "From selling to supporting – Leveraging mobile services in the context of food retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 21(1), pages 26-36.
    2. Koubaa El Euch Hasna & Ben Said Foued & Jallouli Rim, 2025. "Privacy and security in mobile technology: A bibliometric analysis for marketing strategies," Management & Marketing, Paradigm, vol. 20(3), pages 28-47.
    3. Gian Luca Gregori & Valerio Temperini, 2013. "Il ruolo dell?e-learning nelle strategie di comunicazione delle imprese. Il caso della iGuzzini illuminazione," ECONOMIA E DIRITTO DEL TERZIARIO, FrancoAngeli Editore, vol. 2013(3), pages 421-435.
    4. Pantano, Eleonora & Passavanti, Rosanna & Priporas, Constantinos-Vasilios & Verteramo, Saverino, 2018. "To what extent luxury retailing can be smart?," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 94-100.
    5. Nguyen Ngoc Thi Hong & Rudawska Edyta, 2022. "Integrated Cultural Theories on Mobile Marketing Acceptance: Literature Review," Journal of Management and Business Administration. Central Europe, Paradigm, vol. 30(3), pages 112-135, September.
    6. Junhong He & Depeng Zhang & Yixia Mao, 2013. "An empirical study on consumer intention to participate in mobile marketing in China," E3 Journal of Business Management and Economics., E3 Journals, vol. 4(7), pages 156-165.
    7. Lu, Chih-Cheng & Wu, Ing-Long & Hsiao, Wei-Hung, 2019. "Developing customer product loyalty through mobile advertising: Affective and cognitive perspectives," International Journal of Information Management, Elsevier, vol. 47(C), pages 101-111.
    8. Wang, Yi-Shun & Wu, Shun-Cheng & Lin, Hsin-Hui & Wang, Yu-Yin, 2011. "The relationship of service failure severity, service recovery justice and perceived switching costs with customer loyalty in the context of e-tailing," International Journal of Information Management, Elsevier, vol. 31(4), pages 350-359.
    9. Lee, Jong-Ho & Garrett, Tony C. & Self, Donald R. & Findley Musgrove, Carolyn S. (Casey), 2012. "Expressive versus instrumental functions on technology attractiveness in the UK and Korea," Journal of Business Research, Elsevier, vol. 65(11), pages 1600-1605.
    10. Maduku, Daniel K. & Mpinganjira, Mercy & Duh, Helen, 2016. "Understanding mobile marketing adoption intention by South African SMEs: A multi-perspective framework," International Journal of Information Management, Elsevier, vol. 36(5), pages 711-723.
    11. Kumar, Deepak S. & Purani, Keyoor & Viswanathan, Shyam A., 2018. "Influences of ‘appscape’ on mobile app adoption and m-loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 132-141.
    12. Kim, Ki Youn & Lee, Bong Gyou, 2015. "Marketing insights for mobile advertising and consumer segmentation in the cloud era: A Q–R hybrid methodology and practices," Technological Forecasting and Social Change, Elsevier, vol. 91(C), pages 78-92.
    13. Kurtz, Oliver T. & Wirtz, Bernd W. & Langer, Paul F., 2021. "An Empirical Analysis of Location-Based Mobile Advertising—Determinants, Success Factors, and Moderating Effects," Journal of Interactive Marketing, Elsevier, vol. 54(C), pages 69-85.
    14. Luis Fernando Hor-Meyll & Marcel Correia de Lima & Jorge Brantes Ferreira, 2014. "Why Should I Accept Ads on my Mobile Phone? Factors Affecting the Acceptance by Brazilian Teenagers," Brazilian Business Review, Fucape Business School, vol. 11(4), pages 130-150, August.
    15. Watson, Catherine & McCarthy, Jeff & Rowley, Jennifer, 2013. "Consumer attitudes towards mobile marketing in the smart phone era," International Journal of Information Management, Elsevier, vol. 33(5), pages 840-849.
    16. Gavilan, Diana & Avello, Maria & Abril, Carmen, 2014. "The mediating role of mental imagery in mobile advertising," International Journal of Information Management, Elsevier, vol. 34(4), pages 457-464.
    17. Gerpott, Torsten J. & Thomas, Sandra, 2014. "Empirical research on mobile Internet usage: A meta-analysis of the literature," Telecommunications Policy, Elsevier, vol. 38(3), pages 291-310.
    18. 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.
    19. Tao Zhou, 2015. "Understanding user adoption of location-based services from a dual perspective of enablers and inhibitors," Information Systems Frontiers, Springer, vol. 17(2), pages 413-422, April.
    20. Carmen Balan & Mirela-Patricia Zegreanu, 2012. "Insights into the Development of the Market of Mobile Marketing Services in Romania," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 14(Special N), pages 786-801, November.
    21. Mencarelli, Rémi & Rivière, Arnaud & Lombart, Cindy, 2021. "Do myriad e-channels always create value for customers? A dynamic analysis of the perceived value of a digital information product during the usage phase," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    22. Mathmann, Frank & Chylinski, Mathew & Tory Higgins, E. & de Ruyter, Ko, 2017. "Every step counts: When physical movement affects perceived value," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 279-285.
    23. Nor Hazlina Hashim & Normalini & Norhazlina Sajali, 2018. "The Influence Factors Towards Mobile Advertising Message Content on Consumer Purchase Intention," Global Business Review, International Management Institute, vol. 19(5), pages 1187-1206, October.
    24. Shan Du & Hua Li, 2019. "The Knowledge Mapping of Mobile Commerce Research: A Visual Analysis Based on I-Model," Sustainability, MDPI, vol. 11(6), pages 1-26, March.
    25. Eftychia Gkiolnta & Vaggelis Saprikis & Maro Vlachopoulou, 2017. "The Mobile Shopping Engagement: Surveys’ Review and Empirical Study," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 2(6), pages 77-96.

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