Vol.11, No.1, February 2022.                                                                                                                                                                           ISSN: 2217-8309

                                                                                                                                                                                                                        eISSN: 2217-8333


TEM Journal



Association for Information Communication Technology Education and Science

Mobile Marketing in Business Sustainability: A Bibliometric Analysis


Wan Mohd Hirwani Wan Hussain, Norzalita Abdul Aziz


© 2022 Wan Mohd Hirwani Wan Hussain, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License. (CC BY-NC-ND 4.0)


Citation Information: TEM Journal. Volume 11, Issue 1, Pages 111-119, ISSN 2217-8309, DOI: 10.18421/TEM111-13, February 2022.


Received: 07 July 2021.

Revised:   03 December 2021.
Accepted: 10 December 2021.
Published: 28 February 2022.




The rising of mobile marketing in business is gaining attention from the small medium business to corporate level. The purpose of this paper is to review the literature on the topic “mobile marketing” from 2010 to 2020. This study can be used as the benchmarking analysis to obtain deeper understanding about mobile marketing. The study analyzed 373 articles published in Web of Science database that contains more than 20,500 peer reviewed journal. The most influential and highly cited academic papers, universities, countries and peer-reviewed academic journal were considered in this study. This study can provide an overview of the current state of research in mobile marketing strategy and practices. This study can serve as the strategy for potential research in the future and understanding mobile marketing through visualization methods.


Keywords – Camera Web of Science, VOSviewer, Bibliometric review, Business Sustainability, Visualization Strategy.



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