Mobile marketing: Conceptualization and research review Academic Article

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Overview

journal

• Espacios

abstract

• This paper covers a review of the definition of mobile marketing, summarizing their characteristics compared to traditional marketing channels. Next, different approaches and research findings related to the acceptance and attitudes towards the mobile marketing are explored, as well as some of the most relevant theoretical approaches in this area. Two aspects of the process of acceptance stands out: perceived usefulness and perceived ease of use. Finally, a set of recommendations is presented to direct future research efforts in the area of mobile marketing.

authors

• Robayo Pinzón, Óscar Javier
• Luz Alexandra Montoya Restrepo
• Sandra Patricia Rojas-Berrio

publication date

• 2017-1-1

edition

• 38

Research

keywords

• Acceptance
• Conceptualization
• Marketing
• Marketing Channels
• Mobile Marketing
• Perceived Ease of Use
• Perceived Usefulness

Identity

International Standard Serial Number (ISSN)

• 0798-1015