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A short review on the trend of mobile marketing studies

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...

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Main Authors: Razli Che Razak, Mohammad Ismail
Format: Non-Indexed Article
Published: 2011
Online Access:http://discol.umk.edu.my/id/eprint/7752/
http://online-journals.org/i-jim/article/view/1581
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spelling my.umk.eprints.77522022-05-23T10:22:10Z http://discol.umk.edu.my/id/eprint/7752/ A short review on the trend of mobile marketing studies Razli Che Razak Mohammad Ismail 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 consumers’ 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. 2011 Non-Indexed Article NonPeerReviewed Razli Che Razak and Mohammad Ismail (2011) A short review on the trend of mobile marketing studies. International Journal of Interactive Mobile Technologies, 5 (3). pp. 38-42. ISSN 1865-7923 http://online-journals.org/i-jim/article/view/1581
institution Universiti Malaysia Kelantan
building Perpustakaan Universiti Malaysia Kelantan
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Kelantan
content_source UMK Institutional Repository
url_provider http://umkeprints.umk.edu.my/
description 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 consumers’ 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.
format Non-Indexed Article
author Razli Che Razak
Mohammad Ismail
spellingShingle Razli Che Razak
Mohammad Ismail
A short review on the trend of mobile marketing studies
author_facet Razli Che Razak
Mohammad Ismail
author_sort Razli Che Razak
title A short review on the trend of mobile marketing studies
title_short A short review on the trend of mobile marketing studies
title_full A short review on the trend of mobile marketing studies
title_fullStr A short review on the trend of mobile marketing studies
title_full_unstemmed A short review on the trend of mobile marketing studies
title_sort short review on the trend of mobile marketing studies
publishDate 2011
url http://discol.umk.edu.my/id/eprint/7752/
http://online-journals.org/i-jim/article/view/1581
_version_ 1763303885839007744
score 13.211869

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