Assimilation of Mobile Marketing in Organisations
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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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10 pages
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Conference Paper
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Proceedings of the 50th Hawaii International Conference on System Sciences
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Attribution-NonCommercial-NoDerivatives 4.0 International
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Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivatives 4.0 International
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