Rapid proliferation in the business potential of mobile marketing attracts researchers from
various fields to contribute to the growing body of knowledge on the phenomena. Although …

Smartphones are a growing marketing platform whose increasing popularity affects tourism
by helping tourists communicate and share information while traveling. Considering the …

The influence of online customer reviews (OCRs) on customers' purchase intention has
recently gained considerable attention, in both academic and business communities …

Purpose–Smartphone adoption by consumers is increasing exponentially, and presents
marketers with many new opportunites to reach and serve customers. However, are …

Purpose Marketing researchers currently lack a systematic and empirical understanding of
digital social viewing strategies. Drawing on social impact theory, this study aims to …

Purpose The purpose of this paper is twofold: first, to develop a conceptual model using the
push-pull-mooring (PPM) framework to understand the switching behavior of small-and …

Marketing communication strategy via mobile phone constitutes a promising approach to
companies because it enables to reach appropriate audiences at the right time and place …

Purpose–The purpose of this paper is to analyse key drivers of teenagers' attitude toward
mobile advertising and its effects on teenagers' mobile advertising acceptance …

This study examines factors influencing consumers' acceptance of mobile marketing across
three influential markets, namely US, China, and Europe. The authors develop an integrative …

This study builds on the theory of parallel distributed processing, Thaler's exchange theory,
and the trust theory to extend our existing knowledge on the location-based coupons …