1、字数：英文 3677 单词， 20635 字符；中文 6031 汉字 出 处 ： RP Oscar, LA Montoya, SP Rojas-Berrio. Mobile marketing: conceptualization and research review J Espacios.2017,38 (61) 外文文献： Mobile marketing: conceptualization and research review Abstract This paper covers a review of the definition of mo
2、bile marketing, summarizing their characteristics compared to traditional marketing channels. Next, different approaches and research findings related to the acceptance and attitudes towards the mobile marketing are explored, as well as some of the most relevant theoretical approaches in this area.
3、Two aspects of the process of acceptance stands out: perceived usefulness and perceived ease of use. Finally, a set of recommendations is presented to direct future research efforts in the area of mobile marketing. Keywords: Mobile Marketing; Mobile Advertising; Digital Marketing; Consumer Behaviour
4、 1.Introduction This article addresses mobile marketing as a phenomenon of great impact and relevance for marketing communications nowadays. The growing adoption by consumers of mobile devices (smartphone and tablet), raises the need to continue studying how these new mobile digital platforms would
5、be generating a context for the modification of the interaction and communication between the brands and their consumers. The increased consumption of mobile digital media has allowed the expansion in the number and complexity of tactics through which brands can create and maintain more lasting rela
6、tionships with consumers. For instance, computer and communications market research firm International Data Corporation (IDC) points out that the global smartphone market grew by 40% in 2013 and is likely to reach 1.07 billion a year by 2017. The factors associated with this important growth, according to IDC, are, first and foremost, the subsidies offered by operators to users in exchange for the adoption by them of a minimum stay clause in their mobile communication service plan. Second, there is the
