Location has become an important factor affecting mobile marketing on account of the rapid development of mobile internet and commercial location technology. However, existing location-based mobile marketing research is still scattered and inadequate and has its limitations in theory introduction & construction and the adoption of research methods. Based on a review of foreign mobile marketing research, this paper innovatively proposes a comprehensive location-based research framework. It classifies location into single dimensional location and multidimensional location, and explores the two types of location from the static and dynamic perspectives. Under the research framework, it sorts out relevant literature, identifies some important research gaps, and puts forward future research directions.
A Literature Review of Location-based Mobile Marketing and Prospects
Foreign Economics & Management Vol. 38, Issue 11, pp. 3 - 13 (2016) DOI:10.16538/j.cnki.fem.2016.11.001
Cite this article
Cui Nan, Xu Wenhao, Bai Qiongyao, et al. A Literature Review of Location-based Mobile Marketing and Prospects[J]. Foreign Economics & Management, 2016, 38(11): 3–13.