The Utilization of Mobile Communication on Marketing: A Systematic Review

Abstract

The advancement of mobile communication technology with entrepreneurial minds is advancing, and its use is increasingly playing an important role in business, marketing, and life. However, there are not many studies that focus on the role of mobile communication in the business world, especially those that focus on marketing. The purpose of writing this paper is to determine the status of research and the relationship between mobile communication in the field of marketing. The method used in this research is systematic literature review using the PRISMA protocol, involving 29 articles. Through quantitative analysis, we found that many years of article publication occurred mostly in 2020 due to the development of 5G technology. Australia is the largest article producing country in the world because many researchers are trying to examine public acceptance of mobile communication technology. The use of mobile communication is also mostly used in the marketing and segmentation processes in multilevel firm level marketing with multipoint mobile communication. On the other hand, articles with a marketing perspective that discuss price issues have never been discussed.