Assimilation of Mobile Marketing in Organisations
ISBN
978-0-9981331-0-2
Type
conference paper
Date Issued
2017-01-04
Author(s)
Abstract (De)
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.
Language
English
Keywords
Assimilation of Mobile Marketing
Cluster Analysis
Domestication Theory
Mobile Marketing
Technology-organisation-environment framework
Cluster Analysis
Domestication Theory
Mobile Marketing
Technology-organisation-environment framework
HSG Classification
contribution to scientific community
HSG Profile Area
None
Pages
10
Event Title
Hawaii International Conference on System Sciences (HICSS)
Event Location
Waikoloa, HI, USA.
Event Date
04.01.2017 - 07.01.2017
Subject(s)
Contact Email Address
katarina.stanoevska@unisg.ch
Eprints ID
254503