Mobile Advertising: A Framework and Research Agenda

38 Pages Posted: 22 Dec 2015

See all articles by Dhruv Grewal

Dhruv Grewal

Babson College - Marketing Division

Yakov Bart

Northeastern University - D'Amore-McKim School of Business

Martin Spann

Ludwig Maximilian University of Munich (LMU) - Faculty of Business Administration (Munich School of Management)

Peter Pal Zubcsek

Tel Aviv University - Coller School of Management

Date Written: October 20, 2015

Abstract

Mobile advertising allows retailers, service providers, and manufacturers to provide consumers with increasingly relevant offers. The success of such campaigns depends on an ever better understanding of environmental, consumer, and technological context variables; a strong focus on advertising goals; accounting for market factors related to the nature of stakeholders and market environment; and the use of appropriate mobile ad elements to improve relevant outcome metrics. This article provides an overarching framework to synthesize current findings in mobile advertising, as well as a research agenda to stimulate additional work in this nascent field.

Keywords: Advertising, Mobile Marketing, Mobile Advertising

JEL Classification: L86, L96, M31, M37

Suggested Citation

Grewal, Dhruv and Bart, Yakov and Spann, Martin and Zubcsek, Peter Pal, Mobile Advertising: A Framework and Research Agenda (October 20, 2015). Journal of Interactive Marketing, Forthcoming ; Northeastern U. D’Amore-McKim School of Business Research Paper No. 2707300. Available at SSRN: https://ssrn.com/abstract=2707300

Dhruv Grewal

Babson College - Marketing Division ( email )

Babson Park, MA 02157
United States

HOME PAGE: http://faculty.babson.edu/dgrewal

Yakov Bart (Contact Author)

Northeastern University - D'Amore-McKim School of Business ( email )

Boston, MA 02115
United States

Martin Spann

Ludwig Maximilian University of Munich (LMU) - Faculty of Business Administration (Munich School of Management) ( email )

Ludwigstr. 28
Munich, 80539
Germany

Peter Pal Zubcsek

Tel Aviv University - Coller School of Management ( email )

Tel Aviv
Israel

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