Assimilation of Mobile Marketing in Organisations

Date
2017-01-04
Authors
Stanoevska-Slabeva, Katarina
Lenz-Kesekamp, Vera
Wozniak, Thomas
Schaffner, Dorothea
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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.
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Keywords
Assimilation of Mobile Marketing, Cluster Analysis, Domestication Theory, Mobile Marketing, Technology-organisation-environment framework
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