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Keywords: Mobile technology
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Journal Articles
Innovative mobile marketing via smartphones: Are consumers ready?
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2012) 30 (4): 418–443.
Published: 15 June 2012
... their decsions on anecdotal case studies and reports in the popular press. This study contributes to fulfilling the need for research evidence. Smartphone Mobile marketing Digital marketing Purchase intention Technology adoption Mobile technology Consumer behaviour The mobile phone is one...
