Basics of mobile marketing strategy

Ozuem, Wilson and Mulloo, Bibi Nafiisah (2016) Basics of mobile marketing strategy. In: Competitive social media marketing strategies. IGI Global, Hershey, Philadelphia, pp. 155-172. ISBN 9781466697775


Recent years have witnessed a rapid growth in internet-enabled devices, including smartphones which have facilitated the performance of many tasks online. One of the major activities taking place on such online platforms is shopping. Indeed, smartphones are redefining the landscape of consumption from visiting conventional physical shops to consuming products and services in a digital arena. Despite a proliferation of both theoretical and empirical studies on smartphones marketplace, there is still a paucity of studies on how mobile phone devices enhance and facilitate consumption from physical marketplace to online marketspace. This chapter aims to contribute to extant studies on how smartphones impact on the consumption process.

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