Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues

By Venkatesh Shankar, Alladi Venkatesh, Charles F. Hofacker, Prasad A. Naik. 2010

610 citations recorded by the source corpus.

Subfields: Information Systems and Management, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/6fe605247dca150ba32039a43780c5e2d6abdf14

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Citations in the corpus

Device Switching in Online Purchasing: Examining the Strategic Contingencies (2018, background): “In combination with concerns related to the security of payment information, these factors can increase the risk of mobile payments (Shankar et al. 2010).”
Augmented Reality: Designing Immersive Experiences that Maximize Consumer Engagement (2016, background): “Significantly, AR can help mobile marketers overcome the challenges associated with limited digital “real estate” (Shankar et al. 2010) by extending the screen into the real world.”
Mobile shopping cart abandonment: The roles of conflicts, ambivalence, and hesitation (2018, neutral): “Its market importance and financial potential have prompted calls for knowledge and theories that can help us better understand the mobile consumer (e.g., Shankar, Venkatesh, Hofacker, & Naik, 2010).”
Estimating Demand for Mobile Applications in the New Economy (2014, background): “Shankar et al. (2010) develop a conceptual framework for mobile marketing in the retailing environment and discuss retailers’ mobile marketing practices.”
On the Go: How Mobile Shopping Affects Customer Purchase Behavior (2015, background): “Searching on small screens requires numerous maneuvers of scrolling, which limits the type and amount of information customers can retrieve (Shankar et al. 2010; Sweeney and Crestani 2006).”
Digital marketing: A framework, review and research agenda (2017, positive): “Shankar et al. (2010) developed propositions on how the characteristics of mobile devices may influence consumer behavior, and Xu et al. (2016) examined the impact of tablets on consumer behavior in digital environments. Focusing on the role of decision aids in evolving consumer behavior, Shi and Zh”
Creating brand engagement through in-store gamified customer experiences (2019, background): “Such devices have become constant accessories for their users, which makes them suitable as supplementary channels for physical retailers (Shankar et al., 2010).”
How is the Mobile Internet Different (2012, background): “As mentioned in Shankar et al. (2010), “real estate” is particularly important in a mobile setting.”
Where, When, and how Long: Factors that Influence the Redemption of Mobile Phone Coupons (2015, background): “Short-message-service m-coupons have an obvious appeal to firms as a way to reach customers (Shankar et al. 2010).”
The digitalization of retailing: an exploratory framework (2016, background): “…at a rapid pace, often linking to other technologies (Cochoy, 2012), and mobile devices are becoming increasingly important in the retail setting (Shankar et al ., 2010). il Although mobile devices may work as a substitute for activities previously performed by laptops, they also provide…”
We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships (2018, background): “Even as it is recognized that mobile media allow marketers to flexibly enter consumers’ environments (Shankar et al., 2010), previous work mainly explored mobile marketing in public space and retailing locations (e.”