LibGuides: MKT651 v1: Module 1 Resources

Module 1 Required Resources

Personalized Mobile Marketing Strategies
Tong, S., Luo, X., & Xu, B. (2020). Personalized mobile marketing strategies. Journal of the Academy of Marketing Science, 48, 64-78.
Unlocking the Impact of User Experience on AI-Powered Mobile Advertising Engagement
Xia, Y., Liu, Z., Wang, S., Huang, C., & Zhao, W. (2025). Unlocking the Impact of User Experience on AI-Powered Mobile Advertising Engagement. Journal of the Knowledge Economy, 16(1), 4818–4854. https://doi.org/10.1007/s13132-024-02153-y
How to Create a Realistic Customer Journey Map
Rosenbaum, M. S., Otalora, M. L., & Ramírez, G. C. (2017). How to create a realistic customer journey map. Business horizons, 60(1), 143-150.
A Framework for Ethical Mobile Marketing
Mittal, S., & Kumar, V. (2020). A Framework for Ethical Mobile Marketing. International Journal of Technoethics, 11(1). https://doi.org/10.4018/IJT.2020010103

Mobile Commerce Global Publications: A Quantitative and Qualitative Assessment during 2007-16
Gupta, B. M., Dhawan, S. M., & Gupta, R. (2018). Mobile Commerce Global Publications: A Quantitative and Qualitative Assessment during 2007-16. DESIDOC Journal of Library & Information Technology, 38(3), 179–186. https://doi.org/10.14429/djlit.38.3.12129
AI-powered Marketing: What, Where, and How?
Kumar, V., Ashraf, A. R., & Nadeem, W. (2024). AI-powered marketing: What, where, and how? International Journal of Information Management, 77, 102783.