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Cited by 578

The DOI matches its Crossref record; 3 of the 3 references it cites were found in a registry or an index.

Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues

Open access
Shankar, Venkatesh, Venkatesh, Alladi, Hofacker, Charles, Naik, Prasad·2010·Journal of Interactive Marketing
DOI 10.1016/j.intmar.2010.02.006
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Abstract

Mobile marketing, which involves two- or multi-way communication and promotion of an offer between a firm and its customers using the mobile, a term that refers to the mobile medium, device, channel, or technology, is growing in importance in the retailing environment. It has the potential to change the paradigm of retailing from one based on consumers entering the retailing environment to retailers entering the consumer's environment through anytime, anywhere mobile devices. We propose a conceptual framework that comprises three key entities: the consumer, the mobile, and the retailer. The framework addresses key related issues such as mobile consumer activities, mobile consumer segments, mobile adoption enablers and inhibitors, key mobile properties, key retailer mobile marketing activities and competition. We also address successful retailer mobile marketing strategies, identify the customer-related and organizational challenges on this topic, and outline future research scenarios and avenues related to these issues.

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Metadata

Authors
Shankar, V., Venkatesh, A., Hofacker, C., & Naik, P.
Venue
Journal of Interactive Marketing
Publisher
SAGE Publications
Published
2010-05
Volume
24
Issue
2
Pages
111-120
ISSN
  • 1094-9968 (ISSN-L)
  • 1520-6653
DOI
10.1016/j.intmar.2010.02.006
OpenAlex
W2129961216
Cited by
578
References
3
FWCI
78.25
Type
journal article
Language
en
Open access
green

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Data sources

Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.