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]
CITATION STYLE
Raymond Yiwen, H. (2011). Value, Interest and Power: A Three Dimensioal Model for Mogile Marketing Stakeholder Analysis. International Journal of Mobile Marketing, 6(1), 109–119. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=61262455&site=ehost-live
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