ELSEVIERMobilemarketing:AliteraturereviewonitsvalueforconsumersandretailersRogerStrom；MartinVendelbzJohnBredican宀111/n/nvM/y,Spct^inkelgatan29,SE-30250/inbnstad,Sweden1Dr/HirlntcntofhidustrialEngineeringandManagement,RoyalhtstituieofTecltnologt/(KTH),l.indstedt^agen.39,10044Stockholm,Sweden*/StKiMfttlIlolliuraifLbiiversityofLondon,Wetton'sTerraceEghamHillRoad,EghamTW20OEX,UnitedKingdomarticleinfoabstractArticlehiston/:Received10April2013RkKvivctlinrevisedform3Dccombcr201Accepted20December2013AvaiLiblfonline7Pebruarv2014Thearticledescribestheexistingknowledgeofhowmobilemarketingcanincreasethevalueforconsumersandretailers・Mobiledeviceshopping,andconsumers3useofmobiledeviceswhileshoppingisshowntobebothanextensionofconsumers0shoppingbehavioursdevelopedonInternet-connecteddesktopandlaptopcomputers(PC),andpotentiallynewbehavioursbasedonamobiledevices1uniquelyintegratedfeaturessuchascamera,scannersandGPS.Thearticlefocusesonhowmobilemarketingcreatesvalueforconsumersandretailers,enablingmorepreciseresearchanddevelopmentofmanage-Kexfu^rds:Mobilemarketing!n(vgr«itionValuecreationrialconceptsandtoolswhileprovidingbothmanagersandacademicsw让hincreasedunderstandingofmobilemarketingand让svalueoutcomesforretailers・&2014ElsevierLid.Allrightsreserved.l.IntroductionMobiledevicesandmobileapplicationsofferretailersmorethanjusttheopportunitytoexploitanewchanneltoreachcustomers.Mobiledevicesofferopportunitiestocombineinformationsearch,phonefunctionalityandinteractionwhileshoppingin-storeorusingaproduct.Amobiledeviceisaconstantcompaniontotheconsumer,agatewaytoarelationshipbetweentheconsumerandtheretailer,makingitanidealsupplementaryrhannplfardistancesellingandphysicalretailing(Shankaretal.z2010).AnindustrystudyshowedthathalfofUSmobileconsumersarcmobiledeviceshoppers,10%heavyand40%lightusers(LeoBurnettandArcWorldwide,2011).Butmobiledevicesaredifferentfromdesktopandlaptopcomputers(PC)duetoalim让edkeyboardandscreensize(MahmoudandYu,2006),andofferfunctionssuchascamera,scannersandGlobalPositioningSystem(GPS).ThismakesmobilemarketingpotentiallydifferentfromPCInternetandtrad让ionalmarketing.TheMobileMarketingAssociationdefinitionofmobilemarketingis"asetofpracticesthatenableorganizationstocommunicateandengagewiththeiraudienceinaninteractiveandrelevantmannerthroughanymobiledeviceornetwork11.1ThemajorimpactsoftheInternetonretailingarethereducedsearchcostsfortheconsumer(Bakos,1997;LynchandAriely,nCorr^s,xmdingauthor.Tel.:Q442073742276,mobile:卜447799588484.Imail(Mdrrzs:Rogcr.Strom@hh.se(R.Strdm),m.utin.vcndvliruhkkth.se(M.Vendel),John.Bredican@rhul.ac.uk(J.Bredicaii).1http://mniaglobal.com/wiki/mobile-marketing(2011-12-21)・(W69-6W9/S・srffrontmatter&2014ElsevierLtd.Allrightsreserved.http://dx.doi.org/I0.1016/j.jretconser.2013.12.0032000),anincreasingvarietyofproductsoffered(Brynjolfssonetal.,2003)lowerprices(BrynjolfssonandSmith,2000),empoweringconsumerstomakebetterchoicesforthemselves,andincreasingtherelationshipwiththepurchasedbrandafterpurchase(Edelman,2010).Asanexample,Courtetal.(2009)foundthat60%ofconsumersoffacialskincareproductsconductedonlineresearchafterpurchase・Butinpurchasingsituationswhenconsumerswantanexperience,aproducttrial,in-storcatmosphere,orinteractionw让hasalesperson,theInternetdistancesellingfallsshortofexpectations(Daughertyetal.,2008).Inconceptualstudies,theadchtionalvaluecr...