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1. Introduction
Marketing professionals continuously adjust their
strategy and tactics to efficiently match their consumers
evolving behavior and habits. With the recent rise in
adoption of mobile devices and particular smartphones,
mobility is quickly becoming a normal way of life. In the
US, 79% of the population uses mobile phones [16]. The
concept of ubiquity has arrived and mobile devices can
be considered as the most ubiquitous personal item in the
world [22]. Innovative businesses that have successfully
integrated e-commerce in their marketing activities now
see mobile marketing as the next exciting opportunity
that will enable them to reach their consumers through a
new communication channel.
However, since the field of interest is recent few
academic articles have focused on how this new form of
technology-led marketing affects consumer behavior.
Our collective knowledge is thus limited which warrants
more research on the topic. The article aims at providing
a direction for research by developing a research agenda
on the topic of consumer behavior in mobile marketing.
International Journal of Latest Trends in Computing
IJLTC, E-ISSN: 2045-5364
Copyright ExcelingTech, Pub, UK (http://excelingtech.co.uk/)
2. Literature Review
2.1. Mobile Marketing
According to the Mobile Marketing Association,
the worldwide mobile marketing trade association,
mobile marketing can be defined as: a set of practices
that enables organizations to communicate and engage
with their audience in an interactive and relevant
manner through any mobile device or network [5].
Mobile
marketing
differentiates
itself
advantageously from other marketing mediums like TV,
radio and newspapers through its highly interactive
nature and additionally from the Web because mobile
marketing provides a continuous access to the consumer
anytime and anywhere thereby making it one of the
most dynamic, effective and personal mediums for
marketing [66] Mobile marketing can incorporate
various forms of mobile practices and technology such
as mobile SMS, mobile, Internet, voice, mobile email or
Bluetooth and concepts like mobile advertising, SMS
marketing, mobile advergaming and location-based
marketing.
To provide a richer understanding of Mobile
Marketing, we will present partial case studies of how
the coffeehouse chain Starbucks [10] and the American
based retailer Target [11] have incorporated these new
mobile practices into their marketing activities. Based
on their location, Starbucks customers who have
previously agreed to participate to the marketing
program receive text messages and mobile coupons
offering a rebate at a nearby branch. The company also
participates in mobile social networking where
consumers check-in (announce their presence) at the
coffeeshop using their mobile phone. The platform
enables consumers to compete with friends and other
patrons for coupons and special recognition [43]. In
selected locations, consumers can also use their mobile
phones to pay for coffee. Target also provides
consumers with mobile coupons redeemable at checkout
and location based promotions. For example, walking
into selected stores, iPhone users will automatically
receive loyalty points and instant mobile coupons [54].
These same consumers have access to a UPC bar code
scanner through the phones camera. This enables a
quicker shopping experience when searching for
product information or when building a product list or
gift registry. Additionally, the company offers
personalized ads based on the consumers preferences
accessible through any mobile device. Through the use
2
Int. J Latest Trends Computing
3. Methodology
Abbreviated
Keyword
m-marketing
m-commerce
m-advertising
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Int. J Latest Trends Computing
Mobile consumer
Mobile business
Mobile services
Short Message Service Marketing
m-consumer
m-business
m-services
SMS marketing
4. Results
4.1. Data Collection and Analysis
The chosen methodology led us to identify 126
articles published between 2008 and 2010 that had a
direct link with mobile marketing. Consumer behavior
was the most researched category covering 43% of
publications for a total of 53 articles. Other topics
included Theory (27), Strategy (38) and Legal and
public privacy (8). Table 2 presents the yearly
publication frequency of each category for the 3 years
covered in the study.
Taken at face value, the census indicates that the
quantity of research seems to be following a
diminishing trend. In 2008 the Strategy category
accounted for the highest number of publications. These
focused mainly on practical and managerial advice.
Consumer behavior presented almost as many articles in
2008 and surpassed all other categories the following
two years thus making it the most researched Mobile
Marketing category. Table 3 presents the yearly
publication frequency of Consumer Behavior articles
grouped into sub-categories. The Acceptance &
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Int. J Latest Trends Computing
Strategy
38
Mobile Marketing
Research
126
Consumer
Behavior
53
Legal Issues &
Public Policy
78
Acceptance &
Adoption
31
Trust
4
Satisfaction &
Loyalty
6
Attitudes
9
Journal
Number of
journals
20
19
16
10
7
6
4
3
1
1
Main Category
(Main
Main Consumer
Category/Total
Behavior
Mobile
Sub-Category
Marketing)
International
Journal
of Mobile
Marketing
Strategy
(11/20)
Attitudes
(2)
Psychology &
Marketing
Consumer
Behavior
(7/7)
Journal of
Advertising
Research
Industrial
Management &
Data Systems
Journal of Internet
Banking and
Commerce
The Journal of
Interactive
Marketing
Consumer
Behavior
(3/3)
Consumer
Behavior
(2/3)
Acceptance &
Adoption
(6)
Acceptance &
Adoption
(1)
Acceptance &
Adoption
(2)
Acceptance &
Adoption
(2)
Strategy
(2/3)
No article
published
Journal of
Consumer
Marketing
Consumer
Behavior
(2/3)
Acceptance &
Adoption
(1)
Attitudes
(1)
Theory
(3/6)
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Int. J Latest Trends Computing
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Int. J Latest Trends Computing
6. Acknowledgement
This article is an updated and extended version of a
shorter article presented at the 20th International
Association of Management of Technology conference
[19].
References
[1] Ajzen, I., The Theory of Planned Behavior,
Organizational Behavior and Human Decision
Processes, Vol. 50, pp. 179-211, 1991.
[2] Abbass Al-alak, B., Akram Alnawas, I., Mobile
Marketing: Examining the Impact of Trust, Privacy
Concern and Consumers Attitudes on Intention to
Purchase, International Journal of Business and
Management, Vol. 3, pp. 28-41, 2010.
[3] Alds-Manzano, J., Ruiz-Maf, C., Sanz-Blas, S.,
Exploring Individual Personality Factors as
Drivers of M-shopping Acceptance, Industrial
Management & Data Systems, Vol. 109, pp. 739757, 2009.
7
Int. J Latest Trends Computing
8
Int. J Latest Trends Computing
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Int. J Latest Trends Computing
[67] Yeh, Y. S., Li, Y.-M., Building Trust in Mcommerce: Contributions from Quality and
Satisfaction, Online Information Review, Vol. 33,
pp. 1066-1086, 2009.
[70] Zhou, T., Li, H., Liu, Y., The Effect of Flow
Experience on Mobile SNS Users Loyalty,
Industrial Management & Data Systems, Vol. 110,
pp. 930-946, 2010.