Hi, everybody. The Journal of Advertising Research - 50th. anniversary special issue (http://www.journalofadvertisingresearch.com/), bring to us with a special gift, an up-dated literature review done by Professors Okazaki from UAM (http://www.rainsl.com/shintaro/) and Barwise from LBS (http://faculty.london.edu/pbarwise/). The authors, analyzed 23 articles in 12 journal using a methodology proposed by Nakata & Huang in 2005 (http://ideas.repec.org/a/eee/jbrese/v58y2005i5p611-618.html) . They were searching for academic literature on Mobile Advertising (including sponsorship, product placement, and electronic WOM) especially to generate or support new customer acquisition, with textual or visual images. In the following post I will continue examining this interesting academic article. Bye until then!
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