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.
Assimilation of Mobile Marketing Cluster Analysis Domestication Theory Mobile Marketing Technology-organisation-environment framework
contribution to scientific community
HSG Profile Area
Hawaii International Conference on System Sciences (HICSS)