Critical Success Factors in Multichannel Mobile Marketing

ISBN-13: 9783659625824 / Angielski / Miękka / 2014 / 288 str.

Huang Raymond Yiwen

Opis

This research contributes to our understanding of mobile marketing success factors. Given the emergent nature of multichannel m-Marketing, a group of experts were recruited globally for and variously participated in a 3-round Delphi study. Through their input this research achieved its two stated objectives: to investigate the importance of multichannel integration to the future success of mobile marketing; and to determine the factors that influence multichannel mobile marketing success. The research found that an initial precursor to success is acceptance. A success model for multichannel m-Marketing was proposed, with particular emphasis on the connections between m-Marketing acceptance and two 'outcome' variables - consumer satisfaction and profit/value-oriented stakeholders' benefits. In leveraging the Information Systems success model as a fundamental theory in this research along with an adaptation of the Technology Acceptance Model (TAM), the researcher built a three-phase framework for mobile marketing, comprising development, use and deployment, and impacts...

O autorze

Yiwen Huang (Raymond) has completed his PhD in Computer and Mathematical Sciences from AUT, New Zealand in 2012.He has strong research interest in mobile marketing, technology acceptance and business modelling.He loves managing industry projects of global brands' and is now a digital director from PHD China, which is a top20 media agency worlwide.