移动营销的演变:多渠道传播与多特征活动的系统文献综述

R. Huang, Judith A. Symonds
{"title":"移动营销的演变:多渠道传播与多特征活动的系统文献综述","authors":"R. Huang, Judith A. Symonds","doi":"10.1109/EDOCW.2009.5332001","DOIUrl":null,"url":null,"abstract":"Mobile technologies have become a significant part of marketing operations. Since most of the traditional marketing campaigns are integrated onto mobile handhelds, mobile services are considered as powerful and innovative tools for delivering marketing messages. In this paper, we follow a three step review protocol and conduct a systematic literature review covering 230 academic journal papers in the mobile marketing area. We explore three specific characteristics for mobile services and discuss theories applied to mobile marketing research. We also use a meta-analysis approach to evaluate the relationship between mobile technology generation and mobile marketing evolution. Our work provides a roadmap of current trends and gaps in the literature in the field of mobile marketing.","PeriodicalId":226791,"journal":{"name":"2009 13th Enterprise Distributed Object Computing Conference Workshops","volume":"20 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2009-11-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"13","resultStr":"{\"title\":\"Mobile marketing evolution: Systematic literature review on multi-channel communication and multi-characteristics campaign\",\"authors\":\"R. Huang, Judith A. Symonds\",\"doi\":\"10.1109/EDOCW.2009.5332001\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Mobile technologies have become a significant part of marketing operations. Since most of the traditional marketing campaigns are integrated onto mobile handhelds, mobile services are considered as powerful and innovative tools for delivering marketing messages. In this paper, we follow a three step review protocol and conduct a systematic literature review covering 230 academic journal papers in the mobile marketing area. We explore three specific characteristics for mobile services and discuss theories applied to mobile marketing research. We also use a meta-analysis approach to evaluate the relationship between mobile technology generation and mobile marketing evolution. Our work provides a roadmap of current trends and gaps in the literature in the field of mobile marketing.\",\"PeriodicalId\":226791,\"journal\":{\"name\":\"2009 13th Enterprise Distributed Object Computing Conference Workshops\",\"volume\":\"20 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2009-11-13\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"13\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"2009 13th Enterprise Distributed Object Computing Conference Workshops\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1109/EDOCW.2009.5332001\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"2009 13th Enterprise Distributed Object Computing Conference Workshops","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1109/EDOCW.2009.5332001","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 13

摘要

移动技术已经成为营销运作的重要组成部分。由于大多数传统营销活动都集成到移动手持设备上,移动服务被认为是传递营销信息的强大而创新的工具。在本文中,我们遵循三步评审方案,对230篇移动营销领域的学术期刊论文进行了系统的文献综述。我们探讨了移动服务的三个具体特征,并讨论了应用于移动营销研究的理论。我们还使用元分析方法来评估移动技术产生和移动营销演变之间的关系。我们的工作提供了当前的趋势和差距在移动营销领域的文献路线图。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Mobile marketing evolution: Systematic literature review on multi-channel communication and multi-characteristics campaign
Mobile technologies have become a significant part of marketing operations. Since most of the traditional marketing campaigns are integrated onto mobile handhelds, mobile services are considered as powerful and innovative tools for delivering marketing messages. In this paper, we follow a three step review protocol and conduct a systematic literature review covering 230 academic journal papers in the mobile marketing area. We explore three specific characteristics for mobile services and discuss theories applied to mobile marketing research. We also use a meta-analysis approach to evaluate the relationship between mobile technology generation and mobile marketing evolution. Our work provides a roadmap of current trends and gaps in the literature in the field of mobile marketing.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
自引率
0.00%
发文量
0
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信