Mobile marketing evolution: Systematic literature review on multi-channel communication and multi-characteristics campaign

Author

Huang, Raymond Yiwen ; Symonds, Judith

Author_Institution

Sch. of Comput. & Math. Sci., AUT Univ., Auckland, New Zealand

fYear

2009

fDate

1-4 Sept. 2009

Firstpage

157

Lastpage

165

Abstract

Mobile technologies have become a significant part of marketing operations. Since most of the traditional marketing campaigns are integrated onto mobile handhelds, mobile services are considered as powerful and innovative tools for delivering marketing messages. In this paper, we follow a three step review protocol and conduct a systematic literature review covering 230 academic journal papers in the mobile marketing area. We explore three specific characteristics for mobile services and discuss theories applied to mobile marketing research. We also use a meta-analysis approach to evaluate the relationship between mobile technology generation and mobile marketing evolution. Our work provides a roadmap of current trends and gaps in the literature in the field of mobile marketing.

Keywords

marketing; mobile computing; marketing campaign; mobile handheld; mobile marketing evolution; mobile marketing research; mobile services; mobile technology generation; multichannel communication; multicharacteristics campaign; review protocol; systematic literature review; Automation; Business communication; Costs; Mobile communication; Mobile computing; Mobile handsets; Permission; Protocols; Roads; TV; component; mobile generation; mobile marketing evolution; multichannel campaign; systematic literature review;

fLanguage

English

Publisher

ieee

Conference_Titel

Enterprise Distributed Object Computing Conference Workshops, 2009. EDOCW 2009. 13th

Conference_Location

Auckland

Print_ISBN

978-1-4244-5563-8

Type

conf

DOI

10.1109/EDOCW.2009.5332001

Filename

5332001