International Journal of Mobile Marketing, vol. 6, issue 1 (2011) pp. 109-120
This paper provides an in-depth analysis of mobile marketing stakeholders through a study of mobile marketing operation, value and service models. In this paper there are five stakeholder groups being identified according to their roles and responsibilities; 11 stakeholders are categorized by the level of impacts to the mobile marketing process with three variables: value gained, interest of the process or outcome, and power to manage or influence. Finally, a three-dimensional model of the mobile marketing stakeholder is constructed, and mobile marketing service providers are known as dominant stakeholders, who have strong impacts on mobile marketing in terms of value, interest and power.
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