The purpose of this research is to review the extant literature on mobile advertising
systematically and to carry out a comprehensive analysis of research in this emerging field …

Purpose–Numerous electronic word-of-mouth (eWOM) studies have been conducted to
examine the effectiveness of persuasive eWOM messages. Despite the impact of eWOM …

Purpose This paper aims to understand the scholarly contributions to mobile advertising by
analyzing the publishing trend from 2001 to 2022 from the documents indexed in the Scopus …

Blogs recently have demonstrated their enormous marketing potential, and more and more
travel advertisements are being posted in blogs. In light of this observation, this study aims to …

Advertising media are a means of communication that creates different marketing and
communication results among consumers. Over the years, newspaper, magazine, TV, and …

Research on mobile commerce has attracted the interest of e-commerce scholars ever since
mobile and portable devices became a widespread and effective means of commercial …

Smartphone‐based mobile advertising is a promising marketing vehicle, especially in retail
and point‐of‐purchase environments, yet we still do not know enough about what motivates …

This dissertation makes a longitudinal study of transforming tensions in media production
processes. It focuses on the thoughts and actions of new and mobile media in the interplay …

Communication of scarcity has emerged as a fundamental marketing principle in electronic
commerce and for hospitality platforms in particular. We investigate the effect of scarcity cues …

The purpose of health care marketing is to learn and understand the needs and desires of
prospective patients in order to be able to meet those necessities at the highest standards. A …