The Rise of Mobile Marketing: A Decade of Research in Review is structured around the pillars and the interactions identified within computer-mediated environments: consumer-to-firm, firm-to-consumer, consumer-to-consumer, and firm-to-firm. Mobile marketing papers are broadly classified under three main themes: (1) the transformation of consumer behavior enabled by the mobile shift in consumers' daily routines; (2) the mobile transformation of existing, and the emergence of new, businesses enabled by mobile platforms; and (3) the interaction and integration of the mobile channel with other...