Review: Mobile marketing research: The-state-of-the-art

  • Authors:

  • Kaan Varnali;AyşEgüL Toker

  • Affiliations:

  • Department of Management, Boğaziçi University, Bebek, 34342 İstanbul, Turkey;Department of Management, Boğaziçi University, Bebek, 34342 İstanbul, Turkey

  • Venue:
  • International Journal of Information Management: The Journal for Information Professionals
  • Year:
  • 2010

Quantified Score

Hi-index 0.00

Visualization

Abstract

Rapid proliferation in the business potential of mobile marketing attracts researchers from various fields to contribute to the growing body of knowledge on the phenomena. Although the literature on mobile marketing is accumulating, the stream of research is still in the development stage, hence is highly inconsistent and fragmented. This paper aims to organize and classify the literature on mobile marketing and assess the-state-of-the-art in order to facilitate future research. The review covers 255 peer-reviewed journal articles from 82 journals published between 2000 and 2008. The resulting framework summarizes the progress in mobile marketing research and provides future research directions.