1. Discussion
This study is one attempt to fill the gap in current research
concerning the conceptualization of mobile commercial
communication.
The confusing usage of different terms in current research was
demonstrated and the essential elements of traditional advertising
and marketing as well as mobile communication were discussed.
Based on the discussion, two alternatives for conceptualizing the
phenomenon at focus were made.
To the best of the author’s knowledge, this is the first time the
current conceptualizations of mobile advertising and mobile
marketing have been discussed and alternative conceptualizations
suggested.
If researchers come to the assessment that m-ad communication or
mobile marketing communication, as conceptualized in this study,
will help them to understand the phenomenon better than other
terms, then both or one of them will be taken into use.
2. Limitation
There are certain limitations that this study suffers from. Firstly,
the data sets were restricted to include only studies that used either
one of the two definitions.
Secondly, the relationships of the discussed concepts to other
concepts have not been, to a large extent, discussed in this paper.
Since research on mobile forms of commercial communication is
still emerging, the studied papers are from a relatively short time
period.
