Mobile marketing: A literature review on its value for consumers and retailers
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
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.
Economics and Business
Research subject Business Studies
IdentifiersURN: urn:nbn:se:kth:diva-186299DOI: 10.1016/j.jretconser.2013.12.003ScopusID: 2-s2.0-84908024527OAI: oai:DiVA.org:kth-186299DiVA: diva2:926795
QC 201605122016-05-092016-05-092016-05-16Bibliographically approved