Deepen your knowledge with carefully selected resources.

6.1: Shankar, V. and Balasubramanian, S. (2009) ‘Mobile marketing: A synthesis and prognosis’, Journal of Interactive Marketing, 23 (2), pp. 118–129. doi: 10.1016/j.intmar.2009.02.002.

Description: An older article but useful background to the functionality of mobile technology and benefits to marketers

6.2: Guo, J. and Bouwman, H. (2016) ‘An ecosystem view on third party mobile payment providers: A case study of Alipay wallet’, Info, 18 (5), pp. 56–78. doi: 10.1108/info-01-2016-0003.

Description: Proposes a structure of a mobile payment system and considers issues of adopting of paying by phone

6.3: Grewal, D., Bart, Y., Spann, M. and Zubcsek, P.P. (2016) ‘Mobile advertising: A framework and research agenda’, Journal of Interactive Marketing, 34, pp. 3–14. doi: 10.1016/j.intmar.2016.03.003.

Description: Review of all research in mobile advertising

6.4: Hashim, N.H., Normalini, & Sajali, N. (2018). ‘The influence factors towards mobile advertising message content on consumer purchase intention’. Global Business Review, 19 (5), pp. 1187–1206. doi: 10.1177/0972150918788746

Description: Good review of mobile advertising literature and key aspects involved in developing mobile advertisements.

6.5: Lamberton, C. and Stephen, A.T. (2016) ‘A thematic exploration of digital, social media, and mobile marketing research’s evolution from 2000 to 2015 and an agenda for future research’, Journal of Marketing, 6 (6), pp. 146–172. doi: 10.1509/jm.15.0415.

Description: A useful background to research and the evolution of digital, social media and mobile markeitng since 2000 providing greater context and demonstrating the connection and integration of mobile into the wider digital environment