Abstract: Bibliometric analysis approach has gained prominence to analyze the literature in recent times. Adopting this approach this study gives an overview of the field of mobile advertising. There has been a shift in the way consumers respond to advertisement targeting them through mobile phones as an advertising channel. Mobile advertising provides flexibility for customers to receive advertisements without time and geographical constraints. Innovations in smart phone technology are providing new avenues to marketers and business organizations. The present study reviews the publication trend in the field of mobile advertising. SCOPUS data base was used to extract........
Keywords: mobile advertising, attitude, consumer,sms advertising, mobile commerce
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