دانلود رایگان مقاله انگلیسی بازاریابی فروشگاه موبایل: مسائل کلیدی، بینش های جاری و پژوهش های آینده - الزویر 2016

عنوان فارسی
بازاریابی فروشگاه موبایل: مسائل کلیدی، بینش های جاری و پژوهش های آینده
عنوان انگلیسی
Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research Avenues
صفحات مقاله فارسی
0
صفحات مقاله انگلیسی
12
سال انتشار
2016
نشریه
الزویر - Elsevier
فرمت مقاله انگلیسی
PDF
نوع مقاله
ISI
نوع نگارش
مقالات پژوهشی (تحقیقاتی)
رفرنس
دارد
پایگاه
اسکوپوس
کد محصول
E10781
رشته های مرتبط با این مقاله
مدیریت
گرایش های مرتبط با این مقاله
بازاریابی
مجله
مجله بازاریابی تعاملی - Journal of Interactive Marketing
دانشگاه
Center for Retailing Studies - Mays Business School - Texas A&M University - United States
کلمات کلیدی
بازاریابی موبایلی؛ بازاریابی خریدار؛ فن آوری؛ بازاریابی دیجیتال؛ رفتار مصرف کننده
doi یا شناسه دیجیتال
https://doi.org/10.1016/j.intmar.2016.03.002
چکیده

Abstract


The intersection of mobile marketing and shopper marketing, known as mobile shopper marketing, is a rapidly evolving area. We formally define mobile shopper marketing as the planning and execution of all mobile-based marketing activities that influence a shopper along and beyond the path-to-purchase: from the initial shopping trigger, to the purchase, consumption, repurchase, and recommendation stages. However, not much is known about mobile shopper marketing. We plug this gap by first discussing mobile shopper marketing and its scope in depth and then presenting a process model that connects the mobile shopping journey with four key entities, i.e., shopper, employee, organization, and mobile technology. For each of these themes, we identify the challenges that offer future research opportunities.

نتیجه گیری

Conclusion


In conclusion, while mobile shopper marketing—the planning and execution of all mobile-based marketing activities that influence a shopper along and beyond the path-to-purchase—is growing rapidly, not much is known about it. In this paper, we have addressed this gap by discussing the scope of mobile shopper marketing and the issues of focal concerns to marketers with regard to mobile shopping and by identifying a key entity (shopper, employee, organization, and mobile technology) framework. The plethora of unanswered questions presents exciting opportunities for future research on mobile shopper marketing.


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