Mobile marketing by retailers will likely be different across
countries. Sultan, Rohm, and Gao (2009) report differences
between U.S. and Pakistani customers in the acceptance of
mobile marketing offers. The Internet has significantly affected
international marketing practices (Shankar and Meyer 2008).
Because retail environments significantly differ across countries
as well, we anticipate that retailer mobile marketing will be
different across countries in important ways. Future research
could address the elements, directions, and magnitudes of such
differences.