Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Mobile marketing: A literature review on its value for consumers and retailers
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Entrepreneurship and innovation.ORCID iD: 0000-0003-1250-4671
2014 (English)In: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 21, 1001-1012 p.Article in journal (Refereed) Published
Abstract [en]

The article describes the existing knowledge of how mobile marketing can increase the value for consumers and retailers. Mobile device shopping, and consumers0 use of mobile devices while shopping is shown to be both an extension of consumers0 shopping behaviours developed on Internet-connected desktop and laptop computers (PC), and potentially new behaviours based on a mobile devices0 uniquely integrated features such as camera, scanners and GPS. The article focuses on how mobile marketing creates value for consumers and retailers, enabling more precise research and development of manage- rial concepts and tools while providing both managers and academics with increased understanding of mobile marketing and its value outcomes for retailers. 

Place, publisher, year, edition, pages
Elsevier, 2014. Vol. 21, 1001-1012 p.
National Category
Economics and Business
Research subject
Business Studies
Identifiers
URN: urn:nbn:se:kth:diva-186299DOI: 10.1016/j.jretconser.2013.12.003Scopus ID: 2-s2.0-84908024527OAI: oai:DiVA.org:kth-186299DiVA: diva2:926795
Note

QC 20160512

Available from: 2016-05-09 Created: 2016-05-09 Last updated: 2017-11-30Bibliographically approved
In thesis
1. Apps in the U-space: From mobile to ubiquitous marketing
Open this publication in new window or tab >>Apps in the U-space: From mobile to ubiquitous marketing
2016 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

Smart mobile devices are becoming increasingly essential daily companions. Applications (apps) are the interface through which the consumer can leverage unique capabilities of smart mobile devices to interact with people, other devices and firms via the supporting mobile ecosystem.

Smart mobile devices and apps are influencing how competition is defined and changing how firms do business by improving internal processes and increasing flexibility and convenience for customers. Mobile apps and devices enable users to move from a portable and mobile communication and computing environment to that of a ubiquitous communication and computing environment [u-space]. Discussion in terms of ‘mobile marketing’ is therefore too limiting, our understanding should be ‘ubiquitous marketing’. Six papers explore ubiquitous marketing further.

The retail sector provides a contextual setting for paper one and finds that mobile marketing increases value for retailers and consumers. Integration of all retailer / consumer interfaces with mobile marketing to maximise exposure and connectivity between both parties is recommended.

Paper two investigates the sources for mobile app ideas in companies and finds that apps developed externally or within the firm with some outside help, were perceived to be more effective. Apps that leverage the mobile devices unique features is central to the methodology proposed for developing an app in paper three.

The next three papers examine the impact that mobile apps and devices have on business activities and customer relationships. Paper four finds increased operational efficiency in a Dental 

Practice, while paper five identified the opportunity for increased firm-customer interaction in a medical context. Paper six determines that rather than five dimensions of SERVQUAL, financial service quality of apps consists of three dimensions: Reliability, personal and visibles; and that service success can be derived from providing less service.

This thesis contributes to a fuller understanding of U-commerce theory. It advances understanding in how apps are making significant changes in how information technology is managed and controlled from an organisational perspective, and how these technology advances can influence consumer interaction. 

Place, publisher, year, edition, pages
KTH Royal Institute of Technology, 2016. 157 p.
Keyword
Mobile applications, smart mobile devices, U- commerce, mobile value creation
National Category
Economics and Business
Research subject
Business Studies
Identifiers
urn:nbn:se:kth:diva-186305 (URN)
Public defence
2016-06-08, F3, Lindstedtsvägen 26, Stockholm, 15:00 (English)
Opponent
Supervisors
Note

QC 20160516

Available from: 2016-05-16 Created: 2016-05-09 Last updated: 2016-05-16Bibliographically approved

Open Access in DiVA

fulltext(616 kB)1355 downloads
File information
File name FULLTEXT01.pdfFile size 616 kBChecksum SHA-512
256af96358f76f4c7e3017e33f89c722c1e620fe039e61c1f48d47593f2528ac3d55b2fc5ebbfe5add3675339bab1e49640adfabd5d80ae3d3b038c0b042a867
Type fulltextMimetype application/pdf

Other links

Publisher's full textScopus

Authority records BETA

Bredican, John

Search in DiVA

By author/editor
Vendel, MartinBredican, John
By organisation
Entrepreneurship and innovation
In the same journal
Journal of Retailing and Consumer Services
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 1355 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

doi
urn-nbn

Altmetric score

doi
urn-nbn
Total: 274 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf