Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues

Journal of Interactive Marketing, Vol. 24, pp. 111-120, 2010

Mays Business School Research Paper

10 Pages Posted: 17 May 2012  

Venkatesh Shankar

Texas A&M University - Mays Business School

Alladi Venkatesh

affiliation not provided to SSRN

Charles Hofacker

Florida State University

Prasad A. Naik

University of California, Davis

Date Written: 2010

Abstract

Mobile marketing, which involves two- ormulti-way communication and promotion of an offer between a firmand its customers using themobile, a term that refers to themobilemedium, device, channel, or technology, is growing in importance in the retailing environment. It has the potential to change the paradigm of retailing from one based on consumers entering the retailing environment to retailers entering the consumer's environment through anytime, anywhere mobile devices.Wepropose a conceptual framework that comprises three key entities: the consumer, the mobile, and the retailer. The framework addresses key related issues such as mobile consumer activities, mobile consumer segments, mobile adoption enablers and inhibitors, key mobile properties, key retailer mobile marketing activities and competition.We also address successful retailer mobile marketing strategies, identify the customer-related and organizational challenges on this topic, and outline future research scenarios and avenues related to these issues.

Keywords: Mobile marketing, Retailing, Interactivity, Wireless, Strategy, Marketing communications

Suggested Citation

Shankar, Venkatesh and Venkatesh, Alladi and Hofacker, Charles and Naik, Prasad A., Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues (2010). Journal of Interactive Marketing, Vol. 24, pp. 111-120, 2010; Mays Business School Research Paper. Available at SSRN: https://ssrn.com/abstract=2061795

Venkatesh Shankar (Contact Author)

Texas A&M University - Mays Business School ( email )

Wehner 401Q, MS 4353
College Station, TX 77843-4218
United States
979-845-3246 (Phone)

HOME PAGE: http://www.venkyshankar.com

Alladi Venkatesh

affiliation not provided to SSRN ( email )

Charles Hofacker

Florida State University ( email )

Tallahasse, FL 32306
United States

Prasad A. Naik

University of California, Davis ( email )

One Shields Avenue
Davis, CA 95616
United States

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