Mobile marketing evolution: Systematic literature review on multi-channel communication and multi-characteristics campaign

Mobile technologies have become a significant part of marketing operations. Since most of the traditional marketing campaigns are integrated onto mobile handhelds, mobile services are considered as powerful and innovative tools for delivering marketing messages. In this paper, we follow a three step review protocol and conduct a systematic literature review covering 230 academic journal papers in the mobile marketing area. We explore three specific characteristics for mobile services and discuss theories applied to mobile marketing research. We also use a meta-analysis approach to evaluate the relationship between mobile technology generation and mobile marketing evolution. Our work provides a roadmap of current trends and gaps in the literature in the field of mobile marketing.