Critical Success Factors in Multichannel Mobile Marketing

Více o knize

Focusing on multichannel mobile marketing, this research utilizes a global Delphi study to identify success factors and the significance of multichannel integration. It highlights acceptance as a crucial precursor to success and proposes a model linking m-Marketing acceptance to consumer satisfaction and stakeholder benefits. By integrating the Information Systems success model and adapting the Technology Acceptance Model (TAM), the study establishes a three-phase framework encompassing development, use, deployment, and impacts of mobile marketing strategies.