Mobile Marketing and Consumer Behavior Current Research Trends

Abstract

This article provides a direction for future research in Mobile Marketing and specifically Consumer Behavior by developing a research agenda based on a census of recent articles published between 2008 and 2010. 126 articles were categorized and analyzed revealing 53 articles that dealt with Consumer Behavior and whose research questions were extracted to provide an overview of future research in the field. Consumer Behavior articles were classified in sub-categories: (1) Acceptance & Adoption, whose most common articles dealt with SMS, Mobile Advertising, Mobile Shopping, Conceptual and, Technology specific articles, (2) the role of Trust, (3) Satisfaction & Loyalty, (4) Attitudes towards mobile marketing and, (5) Value Creation.

Comparing our data with previous results enables us to comment on the last 10 years of mobile marketing research and conclude that (1) the quantity of mobile marketing research is generally stable, (2) it is gaining widespread interest and, (3) it is still an emerging research field thus is rich in research opportunities. Our data also indicates that recent articles have mostly omitted to exploit newer technologies such as Bluetooth, Near Field Communications (NFC) and location-based services using GPS as potential research topics. This article strongly encourages mobile marketing research in these areas.