1- Mobile Marketing Theory
Varnali and Toker (2010) aimed to organize the literature on mobile marketing and for this purpose they reviewed 255 peer-reviewed journal articles from 82 journals published between 2000 and 2008. They divided mobile marketing literature into four headings as; theory, strategy, consumer behavior and legal & public policy.
They told that; under theory category, there are conceptual articles which attempt to constitute the foundations of mobile marketing. Most of the studies deal with conceptualizations of mobile marketing and mobile commerce (such as; Fouskas et al., 2005), differences between e-commerce and mcommerce (such as; Maamar, 2003), the dimensions of mobile market place (such as; Balasubramanian et al., 2002), and future forecasts regarding mobile marketing (such as; Denk and Hackl, 2004).
In the studies that are categorized under this heading try to identify key issues about mobile marketing and conceptualize the mobile marketing and commerce subjects.
2- Mobile Marketing Strategy
Studies in this category tried to construct a strategic point of view regarding mobile marketing and commerce. Some of the studies dealt with business models for mobile services (Haaker et al., 2006), some other deal with the results of specific mobile marketing activities such as SMS campaigns (Dickinger and Murphy, 2005), mobile web advertising (Hairong and Stoller, 2007), mobile direct mail coupons (Kondo & Nakahara, 2007). Moreover, several studies focused on firm-level adoption of mobile marketing practices (Doolin and Ali, 2008; Okazaki, 2005a).
3- Adoption to Mobile Marketing and Attitude Toward Mobile Marketing
Most of the studies in the mobile marketing literature addressed to consumer behavior issues toward mobile devices, mobile commerce and mobile marketing. Within these studies, some of them dealt with the determinants to the adoption to mobile marketing such as demographics (Bigne et al., 2005), social and peer effect (Lee and Murphy, 2006), the content received via mobile (Wang et al., 2006), context of the marketing message received via mobile (Barnes and Scornavacca, 2004), culture (Harris et al., 2005), mobile device’s usefulness and ease of use Pagani (2004), perceived risk and complexity (Kleijnen et al., 2004) .
Similarly, some other studies dealt with the factors and their effects to consumers’ attitudes toward mobile marketing such as; entertainment and information value (Bauer et al., 2005), informativeness and credibility of the message received via mobile (Haghirian and Inoue, 2007), message sender (Wais and Clemons, 2008).