Stanoevska-Slabeva, KatarinaLenz-Kesekamp, VeraWozniak, ThomasSchaffner, Dorothea2016-12-292016-12-292017-01-04978-0-9981331-0-2http://hdl.handle.net/10125/41327This 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.10 pagesengAttribution-NonCommercial-NoDerivatives 4.0 InternationalAssimilation of Mobile MarketingCluster AnalysisDomestication TheoryMobile MarketingTechnology-organisation-environment frameworkConference Paper10.24251/HICSS.2017.174