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.

Share

COinS
 
Jan 4th, 12:00 AM Jan 7th, 12:00 AM

Assimilation of Mobile Marketing in Organisations

Hilton Waikoloa Village, Hawaii

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.

http://aisel.aisnet.org/hicss-50/da/machine_learning_in_finance/6