Exploring The Significance Of Mobile Marketing For The Retail Industry

Abstract

Mobile gadgets have become a popular tool for purchasing, and have extended customer shopping methods from internet-connected personal computers. They also offer the potential for new mobile marketing approaches based on their unique embedded features, such as scanners, GPS, IoT-based devices, and cameras. This paper aims to highlight the significance of mobile marketing in creating value for these stakeholders, leading to more effective research and development of managerial strategies and tools. This will enable managers and researchers better to understand mobile marketing and its value for merchants. A systematic review methodology was used for this paper. A total of 60 papers were reviewed. The review found substantial evidence supporting the idea that mobile marketing increases perceived value for customers and outcome value for merchants. However, only a few studies endorse the notion that mobile marketing is more effective than other marketing investments made by merchants. This study has practical implications for merchants and marketing professionals.