[雙語翻譯]移動(dòng)電子商務(wù)翻譯—移動(dòng)營銷概念化與研究綜述（節(jié)選）

1、字?jǐn)?shù)：英文 字?jǐn)?shù)：英文 3677 3677 單詞， 單詞，20635 20635 字符；中文 字符；中文 6031 6031 漢字 漢字出處： 出處：RP RP Oscar, Oscar, LA LA Montoya, Montoya, SP SP Rojas-Berrio. Rojas-Berrio. Mobile Mobile marketing: marketing: conceptualization conceptualiza

2、tion and and research research review review [J] [J] Espacios.2017,38 Espacios.2017,38 (61) (61)外文文獻(xiàn)： 外文文獻(xiàn)： Mobile marketing: conceptualization and research reviewAbstract This paper covers a review of the definition o

3、f mobile marketing, summarizing their characteristics compared to traditional marketing channels. Next, different approaches and research findings related to the acceptance and attitudes towards the mobile marketing are

4、explored, as well as some of the most relevant theoretical approaches in this area. Two aspects of the process of acceptance stands out: perceived usefulness and perceived ease of use. Finally, a set of recommendations i

5、s presented to direct future research efforts in the area of mobile marketing.Keywords: Mobile Marketing; Mobile Advertising; Digital Marketing; Consumer Behaviour1.IntroductionThis article addresses mobile marketing as

6、a phenomenon of great impact and relevance for marketing communications nowadays. The growing adoption by consumers of mobile devices (smartphone and tablet), raises the need to continue studying how these new mobile dig

7、ital platforms would be generating a context for the modification of the interaction and communication between the brands and their consumers.The increased consumption of mobile digital media has allowed the expansion in

8、 appeared as a second screen through which it was tried to satisfy this need. The rise of e-commerce facilitated the emergence of a third screen, mobile marketing, which now allows users to access an almost unlimited amo

9、unt of information on brands at any time and place through mobile devices. However, in spite of the advantages that mobile communication offers to companies, the aspect related to the confidence that consumers show to th

10、ese tactics can become a factor against for the creation of loyalty and the development of services in this digital context.2.MethodA documentary research is presented, in which the main approaches of recent scientific l

11、iterature have been compiled, analyzed and synthesized to achieve an approach to the conceptualization and characterization of mobile marketing. For this purpose, different bibliographic sources have been consulted, main

12、ly from publications specialized in the subjects of digital communication and new technologies. These searches are mainly performed via Scopus, one of the main databases of indexed publications relevant to the present to

13、pic of study.Procedure to achieve the results of this research was a systematic review of the literature under the parameters indicated in the protocols for this purpose (Chicaíza-Becerra, Riaño-Casallas, Rojas

14、-Berrio, Kitchenham, 2004; Pérez-Rave, Álvarez-Jaramillo, in that vein, the following procedures were carried out:2.1.Definition of questions or issues of interestThis research addressed the following questio

15、ns: What is the level of conceptualization of mobile marketing?, What are the main characteristics of mobile marketing?, What are the research approaches related to acceptance and attitudes towards marketing and mobile a