Only Location: A Systematic Literature Review on Context Marketing

In today’s information era, the ability to address the needs of potential customers at a moment when they are particularly receptive to the information provided becomes increasingly important. Modern mobile devices allow to collect precise data about the users’ context, thus enhancing possibilities to better estimate, proof and react to current situations in real time. Given that, ‘context marketing’ nowadays is an approach frequently discussed in literature. This contribution aims to systematize existing publications on the subject of context marketing, in order to build a basis for future research and to uncover potential gaps and contradictions in previous research. Methodologically, the two scientific databases “Scopus” and “Web of Science” were searched for context marketing related contributions. The evaluation made use of a mixed methods approach including a qualitative content analysis, and subsequently further quantitative evaluations. The findings reveal the majority of publications to focus on the user’s location as the only context factor, resulting in a predominant focus on location-based advertising related research.