Mobile Advertising: A Framework and Research Agenda

Dhruv Grewal, Yakov Bart, Martin Spann, Peter Pal Zubcsek

Research output: Contribution to journalArticlepeer-review

202 Citations (SciVal)


Mobile advertising allows retailers, service providers, and manufacturers to provide consumers with increasingly relevant offers. The success of such campaigns depends on an ever better understanding of environmental, consumer, and technological context variables; a strong focus on advertising goals; accounting for market factors related to the nature of stakeholders and market environment; and the use of appropriate mobile ad elements to improve relevant outcome metrics. This article provides an overarching framework to synthesize current findings in mobile advertising, as well as a research agenda to stimulate additional work in this nascent field.

Original languageEnglish
Pages (from-to)3-14
Number of pages12
JournalJournal of Interactive Marketing
Early online date13 Apr 2016
Publication statusPublished - 1 May 2016


  • Mobile advertising
  • Mobile marketing
  • Mobile promotions

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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