Value, Interest and Power: A Three Dimensioal Model for Mogile Marketing Stakeholder Analysis

Abstract

This paper provides an in-depth analysis of mobile marketing stakeholdersthrough a study of mobile marketing operation, value and servicemodels. In this paper there are five stakeholder groups being identifiedaccording to their roles and responsibilities; 11 stakeholders arecategorized by the level of impacts to the mobile marketing processwith three variables: value gained, interest of the process or outcome,and power to manage or influence. Finally, a three-dimensional modelof the mobile marketing stakeholder is constructed, and mobile marketingservice providers are known as dominant stakeholders, who have strongimpacts on mobile marketing in terms of value, interest and power.[ABSTRACT FROM AUTHOR]