Transcription of DRIVING CONSUMER ACCEPTANCE OF MOBILE …
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DRIVING CONSUMER ACCEPTANCE OF MOBILE …
Journal of Electronic Commerce Research, VOL. 6, , 2005. DRIVING CONSUMER ACCEPTANCE OF MOBILE marketing : A THEORETICAL FRAMEWORK AND EMPIRICAL STUDY. Hans H. Bauer Stuart J. Barnes University of Mannheim University of East Anglia Tina Reichardt Marcus M. Neumann University of Mannheim University of Mannheim ABSTRACT. With the emergence of high speed wireless network technologies and the increasing market penetration of MOBILE phones the global advertising industry's interest in using this medium as a means of marketing communication is rising.
Bauer et al.: Driving Consumer Acceptance of Mobile Marketing Page 182 always attributable to one single person allowing for highly personalized marketing measures.
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