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Assimilation of Mobile Marketing in Organisations

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Title: Assimilation of Mobile Marketing in Organisations
Authors: Stanoevska-Slabeva, Katarina
Lenz-Kesekamp, Vera
Wozniak, Thomas
Schaffner, Dorothea
Keywords: Assimilation of Mobile Marketing
Cluster Analysis
Domestication Theory
Mobile Marketing
Technology-organisation-environment framework
Issue Date: 04 Jan 2017
Abstract: This paper explores the assimilation of mobile marketing (MM) in companies. By combining the technology-organization-environment framework and domestication theory, first a structural equation model is build and empirically tested with an online survey. The results show that mobile culture has a significant impact on MM goal achievement. A subsequent cluster analysis shows that there are three segments of companies applying MM: sophisticated, mediocre and unready MM adopters.
Pages/Duration: 10 pages
ISBN: 978-0-9981331-0-2
DOI: 10.24251/HICSS.2017.174
Rights: Attribution-NonCommercial-NoDerivatives 4.0 International
Appears in Collections:Mobile Value Services Minitrack

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