مقاله انگلیسی رایگان در مورد موبایل مارکتینگ: راهی به جلو ( الزویر )

The co-authors of each article in this special issue are leading academic experts and senior executives in the area of mobile marketing. While the collaboration among academics has produced the anticipated excellent insights, the role of executives is a special aspect of each article. The executives have acted as a good bridge between the academic and practitioner communities. They have helped focus the article on key managerial questions such as: What issues on their topic keep managers awake? What decisions related to their topic are important? How do managers currently make these decisions? What frameworks, tools, and insights on their topic will be most helpful to make these decisions?

To provide some guidance to readers of this special issue, I provide a broad overview of selected topics and perspectives presented in the articles. An essential aspect of mobile marketing is mobile communication, which includes mobile advertising and mobile promotion. Grewal et al. (2016) offer an overview of mobile advertising that can be viewed as providing relevant messages on a small screen to consumers with limited attention span. Extant research on mobile advertising and promotions (e.g., Bart, Stephen, and Sarvary 2014) has looked at specific issues in mobile advertising. Taking a broad view, Grewal et al. (2016) argue that mobile advertising’s performance depends on several variables organized by the environment, consumer, firm, market and technology factors, advertising goals, and the use of appropriate mobile ad elements. Their framework helps to organize existing knowledge and outline future research avenues in mobile advertising.