Antecedents of mobile marketing adoption by SMEs: Does industry variance matter?
Daniel K. MadukuPublished in: J. Organ. Comput. Electron. Commer. (2021)
Keyphrases
- telecommunications industry
- small and medium sized enterprises
- mobile payment
- technological innovation
- target audience
- mobile advertising
- electronic data interchange
- mobile technologies
- financial services
- mobile phone
- high tech
- mobile commerce
- electronic commerce
- mobile services
- information technology
- mobile communications
- mobile applications
- online marketing
- mobile devices
- software industry
- mobile learning
- mobile computing
- technology acceptance
- small businesses
- case study
- context aware
- competitive market
- website
- information and communication technologies
- tourism industry
- mobile apps
- internet enabled
- success stories
- mobile users
- information systems
- data mining
- decision making
- business models
- m learning
- low variance
- service quality
- social media
- knowledge management