Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research Avenues
Abstract
The intersection of mobile marketing and shopper marketing, known as mobile shopper marketing, is a rapidly evolving area. We formally define mobile shopper marketing as the planning and execution of all mobile-based marketing activities that influence a shopper along and beyond the path-to-purchase: from the initial shopping trigger, to the purchase, consumption, repurchase, and recommendation stages. However, not much is known about mobile...
Paper Details
Title
Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research Avenues
Published Date
May 1, 2016
Volume
34
Pages
37 - 48
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