IDEAS home Printed from https://ideas.repec.org/a/eee/joinma/v23y2009i2p118-129.html
   My bibliography  Save this article

Mobile Marketing: A Synthesis and Prognosis

Author

Listed:
  • Shankar, Venkatesh
  • Balasubramanian, Sridhar

Abstract

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.

Suggested Citation

  • Shankar, Venkatesh & Balasubramanian, Sridhar, 2009. "Mobile Marketing: A Synthesis and Prognosis," Journal of Interactive Marketing, Elsevier, vol. 23(2), pages 118-129.
    • Handle: RePEc:eee:joinma:v:23:y:2009:i:2:p:118-129
    DOI: 10.1016/j.intmar.2009.02.002
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1094996809000310
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.intmar.2009.02.002?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
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Sridhar Balasubramanian & Prabhudev Konana & Nirup M. Menon, 2003. "Customer Satisfaction in Virtual Environments: A Study of Online Investing," Management Science, INFORMS, vol. 49(7), pages 871-889, July.
    2. Neslin, Scott A. & Shankar, Venkatesh, 2009. "Key Issues in Multichannel Customer Management: Current Knowledge and Future Directions," Journal of Interactive Marketing, Elsevier, vol. 23(1), pages 70-81.
    3. Bolton, Ruth & Saxena-Iyer, Shruti, 2009. "Interactive Services: A Framework, Synthesis and Research Directions," Journal of Interactive Marketing, Elsevier, vol. 23(1), pages 91-104.
    4. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
    5. Dickinger, Astrid & Kleijnen, Mirella, 2008. "Coupons going wireless: Determinants of consumer intentions to redeem mobile coupons," Journal of Interactive Marketing, Elsevier, vol. 22(3), pages 23-39.
    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. Shankar, Venkatesh & Venkatesh, Alladi & Hofacker, Charles & Naik, Prasad, 2010. "Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues," Journal of Interactive Marketing, Elsevier, vol. 24(2), pages 111-120.
    2. Kasilingam, Dharun Lingam, 2020. "Understanding the attitude and intention to use smartphone chatbots for shopping," Technology in Society, Elsevier, vol. 62(C).
    3. Dan J. Kim & Donald L. Ferrin & H. Raghav Rao, 2009. "Trust and Satisfaction, Two Stepping Stones for Successful E-Commerce Relationships: A Longitudinal Exploration," Information Systems Research, INFORMS, vol. 20(2), pages 237-257, June.
    4. Luis Fernando Hor-Meyll & Marcel Correia de Lima & Jorge Brantes Ferreira, 2014. "Why Should I Accept Ads on my Mobile Phone? Factors Affecting the Acceptance by Brazilian Teenagers," Brazilian Business Review, Fucape Business School, vol. 11(4), pages 130-150, August.
    5. Sang Soo Kim, 2020. "Purchase Intention in the Online Open Market: Do Concerns for E-Commerce Really Matter?," Sustainability, MDPI, vol. 12(3), pages 1-21, January.
    6. Finn, Adam & Wang, Luming & Frank, Tema, 2009. "Attribute Perceptions, Customer Satisfaction and Intention to Recommend E-Services," Journal of Interactive Marketing, Elsevier, vol. 23(3), pages 209-220.
    7. David R. Bell & Santiago Gallino & Antonio Moreno, 2018. "Offline Showrooms in Omnichannel Retail: Demand and Operational Benefits," Management Science, INFORMS, vol. 64(4), pages 1629-1651, April.
    8. Rajiv D. Banker & Robert J. Kauffman, 2004. "50th Anniversary Article: The Evolution of Research on Information Systems: A Fiftieth-Year Survey of the Literature in Management Science," Management Science, INFORMS, vol. 50(3), pages 281-298, March.
    9. Keller, Kevin Lane, 2010. "Brand Equity Management in a Multichannel, Multimedia Retail Environment," Journal of Interactive Marketing, Elsevier, vol. 24(2), pages 58-70.
    10. Muhammad Tahir Jan & Johan W de Jager & Alileche Mohamed Ameziane & Naheed Sultan, 2019. "Applying Technology Acceptance Model to Investigate the Use of Smartphone Advertising in Malaysia," Journal of Economics and Behavioral Studies, AMH International, vol. 11(1), pages 202-210.
    11. Afful Ekow Kelly & Sellappan Palaniappan, 2023. "Using a technology acceptance model to determine factors influencing continued usage of mobile money service transactions in Ghana," Journal of Innovation and Entrepreneurship, Springer, vol. 12(1), pages 1-24, December.
    12. Olaf Maecker & Christian Barrot & Jan U. Becker, 2016. "The effect of social media interactions on customer relationship management," Business Research, Springer;German Academic Association for Business Research, vol. 9(1), pages 133-155, April.
    13. Urban, Glen L. & Amyx, Cinda & Lorenzon, Antonio, 2009. "Online Trust: State of the Art, New Frontiers, and Research Potential," Journal of Interactive Marketing, Elsevier, vol. 23(2), pages 179-190.
    14. Im, Hyunjoo & Ha, Young, 2013. "Enablers and inhibitors of permission-based marketing: A case of mobile coupons," Journal of Retailing and Consumer Services, Elsevier, vol. 20(5), pages 495-503.
    15. Kim, Hyejeong & Niehm, Linda S., 2009. "The Impact of Website Quality on Information Quality, Value, and Loyalty Intentions in Apparel Retailing," Journal of Interactive Marketing, Elsevier, vol. 23(3), pages 221-233.
    16. Saeideh Sharifi fard & Ezhar Tamam & Md Salleh Hj Hassan & Moniza Waheed & Zeinab Zaremohzzabieh, 2016. "Factors affecting Malaysian university students’ purchase intention in social networking sites," Cogent Business & Management, Taylor & Francis Journals, vol. 3(1), pages 1182612-118, December.
    17. März, Armin & Lachner, Michael & Heumann, Christian G. & Schumann, Jan H. & von Wangenheim, Florian, 2021. "How You Remind Me! The Influence of Mobile Push Notifications on Success Rates in Last-Minute Bidding," Journal of Interactive Marketing, Elsevier, vol. 54(C), pages 11-24.
    18. Chou, Jui-Sheng & Gusti Ayu Novi Yutami, I, 2014. "Smart meter adoption and deployment strategy for residential buildings in Indonesia," Applied Energy, Elsevier, vol. 128(C), pages 336-349.
    19. Philippe Cohard, 2020. "Information Systems Values: A Study of the Intranet in Three French Higher Education Institutions," Post-Print hal-02987225, HAL.
    20. Melih Engin & Fatih Gürses, 2019. "Adoption of Hospital Information Systems in Public Hospitals in Turkey: An Analysis with the Unified Theory of Acceptance and Use of Technology Model," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 16(06), pages 1-19, October.

    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:eee:joinma:v:23:y:2009:i:2:p:118-129. 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: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-interactive-marketing/ .

    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.