Mobile Advertising: A Framework and Research Agenda
Journal of Interactive Marketing, Forthcoming
38 Pages Posted: 22 Dec 2015
Date Written: October 20, 2015
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: Suggested Citation