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Mobile Marketing and Consumer Behaviour

Current Research Trend
Antoine Lamarre1, Simon Galarneau1 and Harold Boeck1, 2
1

Universit de Sherbrooke, Dpartement de marketing

2500, boulevard de l'Universit, Sherbrooke (Qubec) J1K 2R1, Canada
2
Universit du Qubec Montral (UQAM)
315, rue Sainte-Catherine Est, Montral (Qubec) H2X 3X2, Canada
Boeck.Harold@uqam.ca
Abstract - This article provides a direction for future
research in Mobile Marketing and specifically Consumer
Behavior by developing a research agenda based on a census
of recent articles published between 2008 and 2010. 126
articles were categorized and analyzed revealing 53 articles
that dealt with Consumer Behavior and whose research
questions were extracted to provide an overview of future
research in the field. Consumer Behavior articles were
classified in sub-categories: (1) Acceptance & Adoption,
whose most common articles dealt with SMS, Mobile
Advertising, Mobile Shopping, Conceptual and, Technology
specific articles, (2) the role of Trust, (3) Satisfaction &
Loyalty, (4) Attitudes towards mobile marketing and, (5)
Value Creation. Comparing our data with previous results
enables us to comment on the last 10 years of mobile
marketing research and conclude that (1) the quantity of
mobile marketing research is generally stable, (2) it is
gaining widespread interest and, (3) it is still an emerging
research field thus is rich in research opportunities. Our
data also indicates that recent articles have mostly omitted
to exploit newer technologies such as Bluetooth, Near Field
Communications (NFC) and location-based services using
GPS as potential research topics. This article strongly
encourages mobile marketing research in these areas.
Keywords: Mobile marketing, Mobile marketing, Mobile
consumer behaviour, Research agenda.

1. Introduction
Marketing professionals continuously adjust their
strategy and tactics to efficiently match their consumers
evolving behavior and habits. With the recent rise in
adoption of mobile devices and particular smartphones,
mobility is quickly becoming a normal way of life. In the
US, 79% of the population uses mobile phones [16]. The
concept of ubiquity has arrived and mobile devices can
be considered as the most ubiquitous personal item in the
world [22]. Innovative businesses that have successfully
integrated e-commerce in their marketing activities now
see mobile marketing as the next exciting opportunity
that will enable them to reach their consumers through a
new communication channel.
However, since the field of interest is recent few
academic articles have focused on how this new form of
technology-led marketing affects consumer behavior.
Our collective knowledge is thus limited which warrants
more research on the topic. The article aims at providing
a direction for research by developing a research agenda
on the topic of consumer behavior in mobile marketing.
International Journal of Latest Trends in Computing
IJLTC, E-ISSN: 2045-5364
Copyright ExcelingTech, Pub, UK (http://excelingtech.co.uk/)

2. Literature Review
2.1. Mobile Marketing
According to the Mobile Marketing Association,
the worldwide mobile marketing trade association,
mobile marketing can be defined as: a set of practices
that enables organizations to communicate and engage
with their audience in an interactive and relevant
manner through any mobile device or network [5].
Mobile
marketing
differentiates
itself
advantageously from other marketing mediums like TV,
radio and newspapers through its highly interactive
nature and additionally from the Web because mobile
marketing provides a continuous access to the consumer
anytime and anywhere thereby making it one of the
most dynamic, effective and personal mediums for
marketing [66] Mobile marketing can incorporate
various forms of mobile practices and technology such
as mobile SMS, mobile, Internet, voice, mobile email or
Bluetooth and concepts like mobile advertising, SMS
marketing, mobile advergaming and location-based
marketing.
To provide a richer understanding of Mobile
Marketing, we will present partial case studies of how
the coffeehouse chain Starbucks [10] and the American
based retailer Target [11] have incorporated these new
mobile practices into their marketing activities. Based
on their location, Starbucks customers who have
previously agreed to participate to the marketing
program receive text messages and mobile coupons
offering a rebate at a nearby branch. The company also
participates in mobile social networking where
consumers check-in (announce their presence) at the
coffeeshop using their mobile phone. The platform
enables consumers to compete with friends and other
patrons for coupons and special recognition [43]. In
selected locations, consumers can also use their mobile
phones to pay for coffee. Target also provides
consumers with mobile coupons redeemable at checkout
and location based promotions. For example, walking
into selected stores, iPhone users will automatically
receive loyalty points and instant mobile coupons [54].
These same consumers have access to a UPC bar code
scanner through the phones camera. This enables a
quicker shopping experience when searching for
product information or when building a product list or
gift registry. Additionally, the company offers
personalized ads based on the consumers preferences
accessible through any mobile device. Through the use

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of its mobile marketing, the company aims at enhancing

the overall customer experience based on their purchase
behavior.

recommended research avenues focused in the subcategory of consumer behavior.

Mobile marketing taps into the potential of mobile

devices that have very quickly become daily necessities
for many teenagers and young adults [53] who
continuously carry their mobile phone within reach and
regard it as status symbol as well as for adults who
regard it as a highly personal utensil [17]. For
companies, they hold the enticing promise of being a
direct and constant connection to consumers thereby
nurturing a more frequent relationship with the brand
potentially leading to increased long term sales and a
competitive advantage. Considering that younger
consumers are difficult to reach through traditional
channels of communication [7], mobile marketing offers
even more appeal when targeting the younger consumer
segment.

3.1. Classification Model

The first step in our approach to develop a research
agenda was to build a classification model that would be
used to classify the articles and proposed research
question.

Although mobile marketing theoretically holds a

great deal of business value, harnessing such a potential
has proven to be challenging. Many obstacles related to
consumer behavior still exist and have yet to be
answered. It is a fact that an incredible number of
consumers carry their mobile phones on a daily basis
thereby establishing a potential network pipeline of
communication between companies and consumers. The
challenge resides in connecting these two access points
by developing a desire from the consumer to grant
access to their mobile phone to which access is
privileged. A second challenge resides in managing how
consumers will react to the companys communications
and whether they will be perceived as too intrusive on
such a personal mobile device. These challenges serve
to illustrate that research into this area is relevant,
timely and necessary.
2.2. Mobile Marketing Research
Mobile marketing is a recent field of academic
interest. A classification of academic research published
between 2000 and 2008 and from 7 well known
academic online databases revealed only 3 articles that
were published in 2000 and an average of 42 articles
published yearly in the last 4 years [58]Error!
Reference source not found.. This demonstrates that
very little research has been done on this emerging and
trending topic. The classification also revealed the
importance of consumer behavior in mobile marketing
as it covered a little more than half (51.4%) of the
articles published in the 9 year period. The other
categories include: theoretical articles that present
conceptual definitions and visions of mobile marketing,
strategy articles that focus mostly on design issues and
revenue models and, legal & public policy articles that
deal with consumer policy issues. This classification,
although not the only [25], [34], [37], [61] stands out
because it was designed to present 9 years of research
on the matter. Unfortunately, the classification has not
been recently updated and did not present research
topics that could serve to guide upcoming research. This
article aims to fill that void by covering recent mobile
marketing articles and gathering their main

3. Methodology

We opted to use a recent classification [58] that was

already published on the topic of mobile marketing and
that already incorporated consumer behavior, the focus
of our research. [58]s classification successfully
presents an overview of mobile marketing research
topics during the 2000-2008 periods. It divides research
into 4 categories: theory, strategy, consumer behavior
and, legal issues & public policy. The consumer
behavior category is then divided into 5 sub-categories:
Acceptance & Adoption, Trust, Satisfaction & Loyalty,
Attitudes and, Perceived Value and Value Creation. We
evaluated that it provided an adequate reference for the
purposes of our research.
The Acceptance & Adoption sub-category provided
an important amount of research questions. We decided
to group them under 5 topics that emerged naturally
from our analysis of the articles. The resulting consumer
behavior in mobile marketing research classification
model is as follows:
1. Acceptance & Adoption
Short Message Service (SMS)
Mobile Advertising
Mobile Shopping
Conceptual
Technologies
2. Trust
3. Satisfaction & Loyalty
4. Attitudes
5. Perceived Value & Value Creation
3.2. Data Collection and Analysis
Having defined the categories and subcategories of
our classification model, we then proceeded to find
relevant peer-reviewed articles on the subject of mobile
marketing. We searched in several academic databases,
namely ABI inform, EBSCO host, Emerald, IEEE
Xplore, Science direct and Wiley inderscience, with the
keywords presented in Table 1 and which were
suggested by [58]. Initial data collection took place
from September 2010 to November 2010 and then was
updated from January 2011 to February 2011 in order to
account for all articles published in 2010.
Table 1 - Keywords used in the data collection
Keyword
Mobile marketing
Mobile commerce
Mobile advertising

Abbreviated
Keyword
m-marketing
m-commerce
m-advertising

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Mobile consumer
Mobile business
Mobile services
Short Message Service Marketing

Vol-3 No. 1 , 201

m-consumer
m-business
m-services
SMS marketing

Isolating academic peer-reviewed journals, we

selected articles that were relevant and removed those
that did not cover the topic of Mobile Marketing as
defined provided by the Mobile Marketing Association.
As such, we did not include in the results 3rd party
mobile services used by consumers. We reviewed the
articles, categorized and analyzed them. Then,
suggested research avenues presented in articles
pertaining to consumer behavior were extracted to
provide an overview of future research in the field.
Some abstracts of articles whose full-text versions
were not available appeared in our search results. We
did our best to collect these seemingly relevant articles,
but 6 remained unaccounted for. Considering the
important number of articles retained, we feel that the 6
missing articles do not affect the overall reliability of
the results. Great effort was taken into categorizing the
articles and their research questions into the appropriate
category and sub-category. Two researchers worked
jointly to ensure that when an article presented more
than one relevant research topic, the articles main
theme determined where it should be classified. A third
researcher validated the harder to categorize articles
thus contributing to increasing the validity of the results.

4. Results
4.1. Data Collection and Analysis
The chosen methodology led us to identify 126
articles published between 2008 and 2010 that had a
direct link with mobile marketing. Consumer behavior
was the most researched category covering 43% of
publications for a total of 53 articles. Other topics
included Theory (27), Strategy (38) and Legal and
public privacy (8). Table 2 presents the yearly
publication frequency of each category for the 3 years
covered in the study.
Taken at face value, the census indicates that the
quantity of research seems to be following a
diminishing trend. In 2008 the Strategy category
accounted for the highest number of publications. These
focused mainly on practical and managerial advice.
Consumer behavior presented almost as many articles in
2008 and surpassed all other categories the following
two years thus making it the most researched Mobile
Marketing category. Table 3 presents the yearly
publication frequency of Consumer Behavior articles
grouped into sub-categories. The Acceptance &

Adoption sub-category has garnered much interest and

is by far the most important topic representing 58% of
all consumer behavior research. The overarching theme
covered in these articles is that Mobile Marketing is still
an emerging technology and that its widespread use is
an important field of interest. At the end of the spectrum
was the Perceived Value sub-category with only 3
articles published on the subject during the 3-year
period. Our classification methodology contributed to
this low frequency. Since Perceived Value articles were
often theoretical, we decided to classify most of them
under the Theory category hence they are mostly absent
from Table 3 but included in the results presented in
Table 2.
Table 2 - Yearly frequency of Mobile Marketing
articles by category
Legal
Issues
Category
Consumer
Theory Strategy
&
Behavior
Year
Public
Privacy
12
21
20
2
55
2008
9
10
21
4
45
2009
6
7
11
2
26
2010
27
38
53
8
126

Table 3 - Yearly frequency of Consumer Behavior

articles by sub-category
SubPerceived
Category Acceptance
Satisfaction
Value &
Trust
Attitudes
& Adoption
& Loyalty
Value
Creation
Year
2008
12
2
2
2
2
20
2009
14
1
1
5
1
22
2010
5
1
3
2
0
11
31
1
6
9
3
53
It is important to note that an additional 66 articles
not included in the 126 retained articles were borderline
rejections as mobile marketing articles. Most of these
articles covered topics of mobile banking (3rd party
mobile payment, user acceptance of mobile banking,
etc.) and mobile services (mobiles data services,
adoption of mobile services, etc.). Since they did not
adequately fit within the mobile marketing definition set
forth by the Mobile Marketing Association and used as
a guideline in our methodology they were not included
in the study. Figure 1 illustrates how the 126 retained
mobile marketing articles fit in the classification model.

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Table 5 - Journals with at least 3 articles on mobile

marketing
Theory
27

Strategy
38
Mobile Marketing
Research
126

Consumer
Behavior
53
Legal Issues &
Public Policy
78

Acceptance &
Adoption
31
Trust
4

Satisfaction &
Loyalty
6
Attitudes
9

Figure 1 - Classification and frequency of Mobile

Marketing articles from 2008 to 2010

Table 4 - Frequency of journals in each discipline that

have published mobile marketing articles
Discipline
Marketing
Information Technology
Management
Business
Psychology
Economic
Law
Electronic Commerce
Banking
Innovation

Journal

Number of
journals
20
19
16
10
7
6
4
3
1
1

Delving into the specific journals that published

mobile marketing articles reveals a mostly scattered
field of interest. Approximately 16 % of all mobile
marketing articles were published in the International
Journal of Mobile Marketing which contributed several
articles classified under the Strategy category. Followed
Psychology & Marketing that provided 6% of total
articles but accounted for 13% of the articles in
Consumer Behavior thus being the journal that has
published the most articles in this sub-category. The
Journal of Advertising Research is the third journal in
importance with 6 articles published on mobile
marketing. Table 5 presents the journals that have
published 3 or more mobile marketing articles between
2008 and 2010. It identifies how many articles the journal
published in its preferred category in comparison with the
number of total Mobile Marketing it published and also,
which consumer behavior sub-category is most often
presented. For example, the International Journal of
Mobile Marketing, which represents the journal with the
most articles on the subject, has published 20 articles.
These articles focused mainly on Strategy. Only 2 articles
focused on consumer Attitudes, the most important
Consumer Behavior sub-category presented by the
journal. Other journals accounted for a fraction of the
retained articles.

Main Category
(Main
Main Consumer
Category/Total
Behavior
Mobile
Sub-Category
Marketing)

International
Journal
of Mobile
Marketing

Strategy
(11/20)

Attitudes
(2)

Psychology &
Marketing

Consumer
Behavior
(7/7)

Journal of
Advertising
Research
Industrial
Management &
Data Systems
Journal of Internet
Banking and
Commerce
The Journal of
Interactive
Marketing

Consumer
Behavior
(3/3)
Consumer
Behavior
(2/3)

Acceptance &
Adoption
(6)
Acceptance &
Adoption
(1)
Acceptance &
Adoption
(2)
Acceptance &
Adoption
(2)

Strategy
(2/3)

No article
published

Journal of
Consumer
Marketing

Consumer
Behavior
(2/3)

Acceptance &
Adoption
(1)
Attitudes
(1)

Theory
(3/6)

4.2. Research Trends

This section presents consumer behavior research
avenues in the field of mobile marketing. They are
based from the review of the retained articles and are
organized by the sub-category under which the paper
was classified.
4.2.1. Acceptance & Adoption of Mobile Marketing
Articles that focused on the determinants of mobile
marketing acceptance [3], [4], [8], [9], [18], [20-24]
[26], [27], [29-31], [39-42], [44], [46], [49], [50], [52],
[53] [55], [59], [60], [63], [68], [69], led to so many
possible research questions that they have been grouped
under 5 topics: SMS, Mobile Advertising, Mobile
Shopping, Conceptual research questions and
Technologies.
(a) Short Message Service (SMS)
These research questions often deal with the
consumers decision making process after receiving a
text message or analyse key factors of SMS consumer
acceptance.
(1) What role does emotion have on a consumers
participation in an SMS-based TV show?
(2) What is the effect of consumer innovativeness
and compatibility in SMS adoption?
(3) What is the effect of socio-demographic factors
like gender, family, life cycle, income and
culture on SMS advertising acceptance?

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(4) Would Multimedia Message Service (MMS) be

accepted the same way as SMS by mobile device
users?
(5) What effects do antecedents such as self-efficacy,
technology know-how and incentives have on
SMS advertising?
(b) Mobile Advertising
These research questions investigate mobile
advertising acceptance in its various technological
forms as well as consumer reaction to the advertising
stimulus.
(1) What effect does language have on mobile
advertising acceptance?
(2) What impact do different types of mobile
advertising (mobile games, MMS, ring tones,
videos, etc.) have on mobile advertising
acceptance?
(3) What relationship exists between social norms
and different types of mobile advertising?
(4) How can advertisers benefit from the consumers
emotional attachment to their telephone to
improve mobile advertising (for to the mutual
benefit of companies and consumers)?
(c) Mobile Shopping
Several definitions exist for mobile shopping (or mcommerce). We define it as using a wireless handheld
device to purchase products or services. Previous
researchers present many questions related to explaining
the consumers propensity to shop with a mobile device.
(1) What attitudes and socio-demographic factors
characterize mobile phone users and their
intention to adopt mobile shopping?
(2) What influence does targeted advertising have on
a consumers shopping behavior?
(3) Do the antecedents of the consumers affinity to
their mobile phone and the consumers
innovativeness have a role to play in mobile
shopping acceptance?
(4) Can the payment process and method improve
consumer experience and satisfaction while
mobile shopping?
(5) Do the different characteristics of mobile service
providers affect consumer adoption of mobile
commerce?
(d) Conceptual
Conceptual research questions aim at improving or
testing conceptual models or adapting them to a mobile
marketing environment. They mostly deal with adoption
models and the effect of privacy issues.
(1) Could we better explain user acceptance through
a deeper understanding of trust (how trust
emerges, develops and possibly diminishes)?
(2) Does permission-based marketing and risk
perception better predict mobile marketing
acceptance than known acceptance models?

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(3) Is permission-based mobile marketing accepted

the same way in every country? What factors
would affect these differences?
(4) Does the concept of mobility need further
elaboration beyond the simple concept of
availability anyplace, anytime, anywhere? If so,
what would be that concept?
(5) Could the Theory of Reasoned Action [17] or the
Theory of Planned Behavior [1] be used to better
understand the innovation-decision process of
mobile marketing adoption?
(6) When does a consumers privacy concern begin
to hinder mobile marketing usage?
(e) Technologies
The following questions deal with the technological
aspects of mobile marketing.
(1) How can emerging wireless technologies be
exploited to block spam and reduce the irritation
caused by unsolicited advertising on mobile
devices?
(2) Is the degree of self-identification with the
mobile device similar to the degree of selfidentification on a personal computer?
(3) What are the implications of usage and
acceptance across various advertising mediums
like SMS, mobile Internet, voice, MMS, mobile
email and Bluetooth?
4.2.2. Role of Trust in Mobile Marketing
Articles classified under this category [35], [38], [57],
focus on the matter of trust in mobile marketing. Trust
has been proven to be a key facilitator in electronic
commerce and now also in mobile commerce [67].
These questions are directly related to trust in a mobile
marketing context.
(1) What is the effect of different product categories
on mobile trust?
(2) What role do trust and satisfaction have in
adopting mobile functionalities and continuing
their use?
(3) Is there a consumer segment in mobile commerce
that is more trusting? On what should that
segmentation be built?
4.2.3. Mobile Satisfaction & Mobile Loyalty
Studies about Satisfaction and Loyalty [12], [13],
[15], [36], [56], [70] made significant contributions in
terms of exploring mobile consumer behavior patterns
and thus, deserve to be classified under a distinct
category [58]. Articles that are classified under this
category study the consumers behavior after acceptance
of mobile marketing and how they act according to their
experience.
(1) How are mobile satisfaction and mobile loyalty
different between countries and could this factor
serve help to better understand the customers
value toward SMS?
(2) If consumer mobile devices use is dynamic in
time, can accumulated experience make them

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continue or abandon mobile SMS? Furthermore,

what are the factors affecting their usage
behavior and how do they evolve?
(3) How do mobile devices contribute to the tourism
industry and what could be done to increase its
contribution?
4.2.4. Attitudes towards Mobile Marketing
The quantities of articles that focus directly on
consumer attitudes towards mobile marketing [2], [14],
[28], [32], [45], [47], [51], [62], [64] bring forth several
research questions.
(1) How do consumers perceive fee-based mobile
promotional applications?
(2) What are the effects of e-Word-of-mouth in
mobile? Do high-involvement products have the
same effect as low-involvement products?
(3) Are certain brands more appropriate to
consumer acceptance of SMS advertising
messages?
(4) What are the differences regarding attitudes
towards mobile marketing in developed and
developing countries?
(5) Can consumer attitude alone sufficiently explain
consumer behavior towards SMS advertising? If
not, what other consumer behavior factors
should be considered in order to craft better
SMS advertising messages?
(6) Which form of SMS advertising is the most
relevant to influence the attitudes of young
consumers?
(7) Could MMS be used as another avenue to
communicate with consumers?
(8) What are the effects of impulsiveness on mobile
purchase behavior?
4.2.5. Perceived Value & Value Creation
Few articles [33], [48], [65] cover this sub-category
and none provide research questions that deal directly
with consumer behavior in mobile marketing.

5. Discussion and Conclusion

Comparing our results with the previous
classification enables us to comment the last 10 years of
research in mobile marketing thus allowing for a richer
interpretation of the results and publication trends.
5.1. Mobile Marketing Research is stable
(57) found 255 articles published during a 9 year
period which averages out to 28 articles/year. Our study
found 126 articles over 3 years thus averaging to 42
articles/year which is fairly similar to (57)s findings for
the years of 2005 to 2008 (i.e. 44, 39, 49 and 39).
Although 2010 seems to have fewer articles published
than recent years, it is too early to state that this
decrease is part of a trend. The sudden drop of research
in 2010 could simply be due to an evolution in
keywords used in mobile marketing. Our study used the
same keywords as (57)s study which might be
outdated. The findings could thus be less representative
of current research in Mobile Marketing for 2010. We
thus conclude that in general, the quantity of academic

Vol-3 No. 1 , 201

publications in Mobile Marketing seems to be stable

since 2005.
5.2. Mobile Marketing is Gaining Widespread
Interest
(57)s study counted 255 articles published in 82
journals from 2000 to 2008. Our census counted 126
articles published in 76 journals from 2008 to 2010.
This represents a decrease from 3.1 between 2000 and
2008 down to 1.66 between 2008 and 2010 in the ratio
of mobile marketing articles per journal. Our results
show that journals with at least 3 articles on the topic
produce 35% of all articles. During (57)s data
collection, journals with at least 3 articles on the topic
produced 68% of all articles. This would indicate that
more journals are publishing mobile marketing research
thus pointing to a wider academic interest going beyond
specialized journals.
5.3. Mobile Marketing is Still an Emerging
Research Field
(57)s study showed only 3 articles on mobile
marketing were published in 2000 clearly indicating that
it was a nascent field of research. Our results present that
the field is still in an emerging stage because most of the
articles that dealt with Consumer Behavior were
classified under the Acceptance & Adoption subcategory. We expect that as the research field will
become more mature, we will see a transition of research
from adoption of mobile marketing towards loyalty and
satisfaction. The results also indicate that research is
rather limited in terms of the technology involved.
Considering the industrys interest for newer mobile
marketing innovations like Bluetooth, Near Field
Communications (NFC), location-based services using
GPS, it is a surprise that these articles mostly focused on
mobile advertising with SMS or MMS technologies. Of
the 126 articles reviewed, only one focused on Bluetooth
technology.

6. Acknowledgement
This article is an updated and extended version of a
shorter article presented at the 20th International
Association of Management of Technology conference
[19].

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