Mobile marketing in the 21st century: a partial least squares structural equation modelling approach

• Main Authors: Pan, Vic-Qi, Chew, Pai-Qin, Cheah, Amy Shun-Gui, Wong, Choy-Har, Tan Han, Garry Wei
• Format: Journal
• Language: English
• Published: 2015
• Subjects: T Technology (General)
• Online Access: http://ur.aeu.edu.my/555/1/Mobile%20marketing%20in%20the%2021st%20century%20%281%29-2-18.pdf; http://ur.aeu.edu.my/555/
• Institution: Asia e University

Mobile marketing (m-marketing) adoption has not been a preferred selection among consumers although the benefits are tremendous. As the cost of implementing the system can be expensive the study explores on the factors that influence the decision of consumers to adopt m-marketing. Using technology...