Assimilation of Mobile Marketing in Organisations

Presenter Information

Katarina Stanoevska-Slabeva, University of St. GallenFollow
Vera Lenz-Kesekamp, University of St. GallenFollow
Thomas Wozniak, Lucerne University of Applied SciencesFollow
Dorothea Schaffner, Lucerne University of Applied Sciences and ArtsFollow

Location

Hilton Waikoloa Village, Hawaii

Event Website

http://www.hicss.hawaii.edu

Start Date

1-4-2017

End Date

1-7-2017

Description

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.