Has the Time Finally Come for the Medium of the Future? Research on Mobile Advertising
Shintaro Okazaki
Universidad Autnoma de Madrid
Patrick Barwise
London Business School
INTRODUCTIONMobile advertising still is a young discipline. An initial attempt to review the research on it in 2004 struggled because very little had been published (Rodriguez-Perlado and Barwise, 2004). Only from 2007 did the authors start to see a significant number of papers boosted by special issues of two journals: Psychology and Marketing in 2008 and the Journal of Advertising Research in 2009.
A striking feature of the literature...