Mobile Marketing Research Papers

A Short Review on the Trend of Mobile Marketing Studies

Mohammad Ismail, Razli Che Razak


The purpose of this paper is to elucidate the major classification of the research in mobile marketing. It provides the trend and common approach in mobile marketing research. The paper aims to highlight the significant area in mobile marketing research and the needs for further understanding of the mobile marketing definition and its phenomenon. This paper has significant implications in terms of understanding the classification and the mobile marketing focusing area. This is a general review based on selected approximately forty-six journal publications which are published between year 2005 until 2010 from selected journals. Based on the selected reviewed literatures, the consumers? adoption research only focuses on a few common areas. There is no agreement among the researchers on definition of mobile marketing and the conceptualization and phenomenon of mobile marketing remain unexplained. The value of this paper is that, it provides the fundamental guidelines for researchers on significant area to focus in the mobile marketing field and it also assists practitioners in identifying the research trend and major classifications which will assist them in designing the product and services to the right target market.


Mobile marketing;Consumer Adoption;Consumer Acceptance

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International Journal of Interactive Mobile Technologies. ISSN: 1865-7923

The May 2016 issue of Journal of Interactive Marketing is a special issue on mobile marketing edited by Venkatesh Shankar. The issue presents an editorial by Shankar, and four papers that emerged from group discussions by academic and practitioner experts in the area of mobile marketing that took place in a thought leadership conference at Texas A&M University in 2015. The papers summarize the state of the art in different areas of mobile marketing, and outline areas in need of further research.

Shankar’s editorial provides a broad overview of selected topics and perspectives presented in the articles. The four articles cover major issues in mobile marketing: mobile advertising, mobile promotions, gamification and mobile shopper marketing. An introduction to each of the articles is presented below.  

Article 1:  Grewal, Dhruv, Yakov Bart, Martin Spann, and Peter Pal Zubcsek (2016), “Mobile Advertising: A Framework and Research Agenda,” Journal of Interactive Marketing, 34 (Special Issue on Mobile Marketing).

This article provides a framework to synthesize current findings in mobile advertising, and a research agenda to stimulate additional work in this nascent field.

Article 2:  Andrews, Michelle, Jody Goehring, Sam Hui, Joseph Pancras, and Lance Thornswood (2016), “Mobile Promotions: A Framework and Research Priorities,” Journal of Interactive Marketing, 34 (Special Issue on Mobile Marketing).

Presents a framework for various stakeholders in the mobile promotion ecosystem. and advances research questions concerning each stakeholder. These questions are viewed through the lens of several overarching themes that surround mobile promotions, such as the privacy–value tradeoff, return on investment, spatiotemporal targeting, inter-media substitution, and channel and consumer power.

Article 3:  Hofacker, Charles, Puneet Manchanda, Ko De Ruyter, Jeff Donaldson, and Nicholas Lurie (2016), “Gamification and Mobile Marketing Effectiveness,” Journal of Interactive Marketing, 34 (Special Issue on Mobile Marketing).

Both personal experience and the literature indicate that gamified mobile apps currently offered by firms mostly miss the mark. This article provides a systematic overview of game design and note how principles derived from that field are highly applicable to gamification in mobile marketing.

Article 4:  Venkatesh Shankar, Mirella Kleijnen, Suresh Ramanathan, Ross Rizley, Steve Holland, and Shawn Morrissey (2016), “Mobile Shopper Marketing: Key Issues, “Current Insights, and Future Research Avenues,” Journal of Interactive Marketing, 34 (Special Issue on Mobile Marketing).

Discusses mobile shopper marketing and its scope in depth and then presents a process model that connects the mobile shopping journey with four key entities: shopper, employee, organization, and mobile technology. For each of these themes, identifies the challenges that offer future research opportunities.

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