A qualitative study to explore the drivers, perceived benefits, and barriers of mobile marketing adoption – the case of Mauritius
This qualitative study explored the factors affecting mobile marketing acceptance and adoption. Unlike existing studies that investigated the mobile marketing adoption factors from the end users’ perspective, this study has explored the challenges, opportunities, and implications of the state of art...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2024-09-01
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| Series: | International Journal of Management and Economics |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/ijme-2024-0027 |
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