Abstract
The purpose of this paper is to elucidate the major classification of the research in mobile marketing. It provides the trend and common approach in mobile marketing research. The paper aims to highlight the significant area in mobile marketing research and the needs for further understanding of the mobile marketing definition and its phenomenon. This paper has significant implications in terms of understanding the classification and the mobile marketing focusing area. This is a general review based on selected approximately forty-six journal publications which are published between year 2005 until 2010 from selected journals. Based on the selected reviewed literatures, the consumersâ?? adoption research only focuses on a few common areas. There is no agreement among the researchers on definition of mobile marketing and the conceptualization and phenomenon of mobile marketing remain unexplained. The value of this paper is that, it provides the fundamental guidelines for researchers on significant area to focus in the mobile marketing field and it also assists practitioners in identifying the research trend and major classifications which will assist them in designing the product and services to the right target market.
Highlights
Mobile phone penetration rate and mobile subscribers have tremendously increased
The purpose of this article is to provide an idea on the major classification of the research in mobile marketing, common focus of the research on consumer’s behaviour, common research approaches and reviews the theories that generally used in previous studies
The short review process has been considered on the approximately forty-six selected peerreviewed journal and proceeding papers published from year 2000 to year 2010 by considering the interest of mobile marketing study which was started in year 2000 and increasingly evolving in the year 2004
Summary
Mobile phone users worldwide have recorded 3 billion mark in late 2007, more than 4 billion in 2008 and are expected to increase more than 5.5 billion by end 2013 [1]. This scenario has increased the amount of people using mobile devices and accelerated the mobile phone to become most influential medium for marketing. The progress of mobile advertising revenue in the consumers’ surrounding have turned the mobile marketing an impressive field to explore the research [3]. The paper is attained with the discussion which directs towards facilitates future research directions and we end up with the conclusion in the last section
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