Mobile Marketing in Business Sustainability: A Bibliometric Analysis

Abstract

The rising of mobile marketing in business is gaining attention from the small medium business to corporate level. The purpose of this paper is to review the literature on the topic “mobile marketing” from 2010 to 2020. This study can be used as the benchmarking analysis to obtain deeper understanding about mobile marketing. The study analyzed 373 articles published in Web of Science database that contains more than 20,500 peer reviewed journal. The most influential and highly cited academic papers, universities, countries and peer-reviewed academic journal were considered in this study. This study can provide an overview of the current state of research in mobile marketing strategy and practices. This study can serve as the strategy for potential research in the future and understanding mobile marketing through visualization methods.