The aim of this study is to consolidate the state of mobile commerce consumer research from
2001 to 2022. Based on a systematic literature review employing a bibliometric technique …

The article describes the existing knowledge of how mobile marketing can increase the
value for consumers and retailers. Mobile device shop**, and consumers' use of mobile …

As more and more marketers incorporate social media as an integral part of the promotional
mix, rigorous investigation of the determinants that impact consumers' engagement in …

The second edition of this highly accessible, core textbook continues to offer students a
practical guide to the process of planning, undertaking and writing about qualitative …

Mobile marketing provides an innovative channel for transmitting advertising messages to
customers via mobile devices. The growth of mobile advertising in recent years requires that …

As mobile technologies continued to advance, a new platform of advertising known as
mobile advertising (m-advertising) has emerged. This study explores factors that influence …

Rapid proliferation in the business potential of mobile marketing attracts researchers from
various fields to contribute to the growing body of knowledge on the phenomena. Although …

The aim of this study is to determine whether there is a difference between the attitudes of
youth and adults towards mobile advertising. As it is known, youth and adults are two quite …

Adopting a meta-analysis approach, this study synthesises the quantitative literature on
mobile advertising and proposes a meta-analytic conceptual model that shows the …

The purpose of this study is to examine factors affecting consumers' acceptance of mobile
marketing across two global markets. Drawing upon technology acceptance and uses and …