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Assimilation of Mobile Marketing in Organisations
|Title:||Assimilation of Mobile Marketing in Organisations|
|Keywords:||Assimilation of Mobile Marketing|
|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.|
|Rights:||Attribution-NonCommercial-NoDerivatives 4.0 International|
|Appears in Collections:||Mobile Value Services Minitrack|
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