Mobile Marketing and Innovation: Saviours for Tourism During the Pandemic

Yi Wang, Yangyang Jiang, Cenhua Lyu

Research output: Chapter in Book/Conference proceedingBook Chapterpeer-review


Even though mobile marketing is acknowledged as one of the most personal and effective approaches to marketing, research on mobile marketing during times of crisis is limited. Following the COVID-19 outbreak, mobile marketing blossomed to capture customers’ attention, providing an opportunity to study how mobile marketing may assist companies in overcoming the crisis and uncertainty. The current study attempts to investigate the impact of the crisis on mobile marketing and how innovation helps companies apply mobile marketing in the crisis through an analysis of mobile marketing content and strategies before and after the COVID-19 pandemic, using three cases from the tourism industry in China. According to the findings, mobile marketing is an effective marketing strategy in times of crisis and uncertainty since it offers companies an effective communication channel with customers and brings marketing benefits. Furthermore, innovation enables companies to respond rapidly to crises and supports their post-crisis recovery. Further, customer value co-creation was attainable during lockdowns based on mobile marketing and innovation integration. These findings have practical implications for businesses that strive to recover and grow after the crisis.

Original languageEnglish
Title of host publicationCoping with COVID-19, the Mobile Way
Subtitle of host publicationExperience and Expertise from China
PublisherSpringer Nature
Number of pages24
ISBN (Electronic)9789811957871
ISBN (Print)9789811957864
Publication statusPublished - 1 Jan 2022


  • Co-creation
  • Crisis
  • Innovation
  • Mobile marketing
  • Tourism industry

ASJC Scopus subject areas

  • General Social Sciences
  • General Medicine
  • General Engineering
  • General Computer Science


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