Journal
JOURNAL OF INTERACTIVE MARKETING
Volume 34, Issue -, Pages 3-14Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.intmar.2016.03.003
Keywords
Mobile advertising; Mobile promotions; Mobile marketing
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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. (C) 2016 Direct Marketing Educational Foundation, Inc., dba Marketing EDGE. All rights reserved.
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