Antecedents and consequencies of mobile electronic commerce use, marketing activities and performance in the business-to-business context

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Ντάρλας, Γεράσιμος

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This study was prepared at the University of Patras in the Department of Business Administration and attempt to contribute increasing knowledge by examining the factors that may contribute to the successful implementation of M-Commence marketing in the case of corporate clients. Mobile commerce is the evolution of e-commerce, following the widespread use of mobile devices. It is now a given that mobile devices are an important element of the new, digital economy, given the revolution of wireless networks and the great growth of M-commerce. Mobile commerce (via Smartphones) and Mobile marketing is becoming increasingly popular and important. Academic research on mobile marketing is expanding at a rapid pace, prompted by widely publicized, too optimistic forecasts of future success of mobile marketing and success stories of mobile marketing initiatives. In this context, mobile applications are the result of a series of actions, the adoption of several best collaboration practices, the development of schedules and risk management, among others. In this context, an attempt is made to examine the factors that may contribute to the successful implementation of M-Commence marketing.

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Mobile commerce, Marketing-oriented activities

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