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Keywords: Mobile marketing
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Journal Articles
Digital labelling in the retail environment: a domain-specific innovativeness perspective
Available to Purchase
International Journal of Retail & Distribution Management (2019) 47 (12): 1336–1352.
Published: 19 June 2019
...Sean A. Tanner; Mary B. McCarthy; Seamus J. O’Reilly Purpose This is an exploratory study leveraging a domain-specific innovativeness (DSI) perspective to understand adoption of QR code delivered mobile marketing. Specifically, the purpose of this paper is to explore the roles of “innovativeness...
