Mobile Marketing: A Synthesis and Prognosis

被引：233

作者：

Shankar, Venkatesh ^{[1
]}

Balasubramanian, Sridhar ^{[2
]}

机构：

[1] Texas A&M Univ, Mays Business Sch, College Stn, TX 77843 USA

[2] Univ N Carolina, Chapel Hill, NC 27599 USA

来源：

JOURNAL OF INTERACTIVE MARKETING | 2009年 / 23卷 / 02期

关键词：

Mobile media; Wireless; Technology; Marketing communication; Marketing strategy; Promotions; CUSTOMER SATISFACTION; ONLINE TRUST; SERVICES; DETERMINANTS; ACCEPTANCE; INTENTIONS; KNOWLEDGE; CONSUMERS; ADOPTION; COMMERCE;

D O I：

10.1016/j.intmar.2009.02.002

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Mobile marketing refers to the two- or multi-way communication and promotion of an offer between a firm and its customers using a mobile medium, device, or technology. We present the conceptual underpinnings of mobile marketing and a synthesis of the relevant literature. We identify and discuss four key issues: drivers of mobile device/service adoption, the influence of mobile marketing on customer decision-making, formulation of a mobile marketing strategy, and mobile marketing in the global context. We outline research directions related to these issues and Conclude by delineating the managerial implications of mobile marketing insights. (C) 2009 Direct Marketing Educational Foundation, Inc. Published by Elsevier B.V. All rights reserved.

引用

页码：118 / 129

页数：12

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