Deepen your knowledge with carefully selected resources.
Description: An older article but useful background to the functionality of mobile technology and benefits to marketers
Description: Proposes a structure of a mobile payment system and considers issues of adopting of paying by phone
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