{"product_id":"critical-success-factors-in-multichannel-mobile-marketing-a-delphi-study-with-international-experts-von-raymond-yiwen-huang","title":"Critical Success Factors in Multichannel Mobile Marketing","description":"\u003cp\u003eThis research contributes to our understanding of mobile marketing success factors. Given the emergent nature of multichannel m-Marketing, a group of experts were recruited globally for and variously participated in a 3-round Delphi study. Through their input this research achieved its two stated objectives: to investigate the importance of multichannel integration to the future success of mobile marketing; and to determine the factors that influence multichannel mobile marketing success. The research found that an initial precursor to success is acceptance. A success model for multichannel m-Marketing was proposed, with particular emphasis on the connections between m-Marketing acceptance and two ¿outcome¿ variables ¿ consumer satisfaction and profit\/value-oriented stakeholders¿ benefits. In leveraging the Information Systems success model as a fundamental theory in this research along with an adaptation of the Technology Acceptance Model (TAM), the researcher built a three-phase framework for mobile marketing, comprising development, use and deployment, and impacts¿\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783659625824\"\u003e\u003ch3\u003eA Delphi Study with International Experts\u003c\/h3\u003e\u003c\/div\u003e","brand":"Libri","offers":[{"title":"Softcover - 9783659625824","offer_id":39449318916189,"sku":"9783659625824","price":82.9,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/266587e9-7ef6-48df-a5e1-2494d49f0e24.jpg?v=1774935631","url":"https:\/\/shop.autorenwelt.de\/products\/critical-success-factors-in-multichannel-mobile-marketing-a-delphi-study-with-international-experts-von-raymond-yiwen-huang","provider":"Autorenwelt Shop","version":"1.0","type":"link"}