IDEAS home Printed from https://ideas.repec.org/a/now/fntmkt/1700000077.html
   My bibliography  Save this article

The Rise of Mobile Marketing: A Decade of Research in Review

Author

Listed:
  • Zeynep Aydin-Gokgoz
  • M. Berk Ataman
  • Gerrit van Bruggen

Abstract

Paralleling the growing space mobile phones take in today’s consumers’ daily routines, academic mobile marketing research has been growing at an increasing pace recently. The presence of multiple players in the mobile eco-system and the wide range of topics under investigation, coupled with the fragmented nature of the mobile marketing domain, call for an updated unifying framework. Accordingly, this review looks at the last decade of mobile marketing research and provides an overview by offering an integrated framework and an extensive review of the research in this domain. Based on a database of 178 articles published in top marketing journals over the last decade, we formulate a framework that is based on (1) the transformation of consumer behavior considering the shifts in users’ lifestyles, (2) the effects of mobile on the transformation of existing and the emergence of new businesses, and (3) the integration of mobile within the existing channel mix and its interaction with other channels. In this framework, we first classify each article under various research themes, type of data collection, and their dependent and independent variables. We then synthesize the extant literature in each of the sub-research topics under our framework: the mobile transformations of consumers and businesses, mobile applications, mobile channel deployment and integration, mobile advertising and promotions, promotions, how mobile facilitates consumer-to-business connections, and mobile data. This review provides insights on the recent evolution of the mobile marketing field as well as presenting avenues for future research.

Suggested Citation

  • Zeynep Aydin-Gokgoz & M. Berk Ataman & Gerrit van Bruggen, 2022. "The Rise of Mobile Marketing: A Decade of Research in Review," Foundations and Trends(R) in Marketing, now publishers, vol. 17(3), pages 140-226, November.
    • Handle: RePEc:now:fntmkt:1700000077
    DOI: 10.1561/1700000077
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1561/1700000077
    Download Restriction: no
    File URL: https://libkey.io/10.1561/1700000077?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Zhang, Sha & Pauwels, Koen & Peng, Chenming, 2019. "The Impact of Adding Online-to-Offline Service Platform Channels on Firms' Offline and Total Sales and Profits," Journal of Interactive Marketing, Elsevier, vol. 47(C), pages 115-128.
    2. Winer, Russell S., 2009. "New Communications Approaches in Marketing: Issues and Research Directions," Journal of Interactive Marketing, Elsevier, vol. 23(2), pages 108-117.
    3. Wang, Rebecca Jen-Hui & Malthouse, Edward C. & Krishnamurthi, Lakshman, 2015. "On the Go: How Mobile Shopping Affects Customer Purchase Behavior," Journal of Retailing, Elsevier, vol. 91(2), pages 217-234.
    4. Xu, Xiaobing & Chen, Rong & Jiang, Lan, 2020. "The Influence of Payment Mechanisms on Pricing: When Mental Imagery Stimulates Desire for Money," Journal of Retailing, Elsevier, vol. 96(2), pages 178-188.
    5. Watson, George F. & Worm, Stefan & Palmatier, Robert W. & Ganesan, Shankar, 2015. "The Evolution of Marketing Channels: Trends and Research Directions," Journal of Retailing, Elsevier, vol. 91(4), pages 546-568.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Neslin, Scott A., 2022. "The omnichannel continuum: Integrating online and offline channels along the customer journey," Journal of Retailing, Elsevier, vol. 98(1), pages 111-132.
    2. Li, Jing & Liu, XiaoWen, 2024. "An agent-based simulation model for analyzing and optimizing omni-channel retailing operation decisions," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    3. Adivar, Burcu & Hüseyinoğlu, Işık Özge Yumurtacı & Christopher, Martin, 2019. "A quantitative performance management framework for assessing omnichannel retail supply chains," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 257-269.
    4. Maier, Erik & Bornschein, Rico & Manss, Rico & Hesse, Damian, 2023. "Financial consequences of adding bricks to clicks," International Journal of Research in Marketing, Elsevier, vol. 40(3), pages 609-628.
    5. Lu, Steven Qiang & Pauwels, Koen, 2024. "More transactions but a lower average transaction value: How mobile payment apps influence consumer purchases through time-savings," International Journal of Research in Marketing, Elsevier, vol. 41(4), pages 761-776.
    6. Maier, Erik & Wieringa, Jaap, 2021. "Acquiring customers through online marketplaces? The effect of marketplace sales on sales in a retailer's own channels," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 311-328.
    7. Agnieszka Izabela Baruk & Grzegorz Wesołowski, 2021. "The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image," Energies, MDPI, vol. 14(14), pages 1-23, July.
    8. Vaishnav, Bharat & Ray, Sourav, 2023. "A thematic exploration of the evolution of research in multichannel marketing," Journal of Business Research, Elsevier, vol. 157(C).
    9. Timoumi, Ahmed & Gangwar, Manish & Mantrala, Murali K., 2022. "Cross-channel effects of omnichannel retail marketing strategies: A review of extant data-driven research," Journal of Retailing, Elsevier, vol. 98(1), pages 133-151.
    10. 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.
    11. Adriana GRIGORESCU & Maria-Magdalena LUPU, 2015. "Integrated Communication as Strategic Communication," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 16(4), pages 479-490, October.
    12. Rydén, Pernille & Ringberg, Torsten & Wilke, Ricky, 2015. "How Managers' Shared Mental Models of Business–Customer Interactions Create Different Sensemaking of Social Media," Journal of Interactive Marketing, Elsevier, vol. 31(C), pages 1-16.
    13. Sohn, Stefanie, 2017. "A contextual perspective on consumers' perceived usefulness: The case of mobile online shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 22-33.
    14. Li, Chen & Swaminathan, Srinivasan & Kim, Junhee, 2021. "The role of marketing channels in consumers’ promotional point redemption decisions," Journal of Business Research, Elsevier, vol. 125(C), pages 314-323.
    15. Shi, Yani & Sia, Choon Ling & Chen, Huaping, 2013. "Leveraging social grouping for trust building in foreign electronic commerce firms: An exploratory study," International Journal of Information Management, Elsevier, vol. 33(3), pages 419-428.
    16. Zhang, Yufei & Voorhees, Clay M. & Lin, Chen & Chiang, Jeongwen & Hult, G.Tomas M. & Calantone, Roger J., 2022. "Information Search and Product Returns Across Mobile and Traditional Online Channels," Journal of Retailing, Elsevier, vol. 98(2), pages 260-276.
    17. Dena Yadin & Inbal Yahav & Lior Zalmanson & Nira Munichor, 2024. "Resolving the Ethical Tension Between Creating a Civil Environment and Facilitating Free Expression Online: Comment Reordering as an Alternative to Comment Moderation," Journal of Business Ethics, Springer, vol. 192(2), pages 261-283, June.
    18. Flacandji, Michaël & Vlad, Mariana & Lunardo, Renaud, 2024. "The effects of retail apps on shopping well-being and loyalty intention: A matter of competence more than autonomy," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    19. Lena Steinhoff & Denni Arli & Scott Weaven & Irina V. Kozlenkova, 2019. "Online relationship marketing," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 369-393, May.
    20. Natarajan, Thamaraiselvan & Balasubramanian, Senthil Arasu & Kasilingam, Dharun Lingam, 2017. "Understanding the intention to use mobile shopping applications and its influence on price sensitivity," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 8-22.

    More about this item

    Keywords

    Market Research;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:now:fntmkt:1700000077. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lucy Wiseman (email available below). General contact details of provider: http://www.nowpublishers.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.