Value, Interest and Power: A Three Dimensional Model for Mobile Marketing Stakeholder Analysis

Raymond Yiwen Huang

This paper provides an in-depth analysis of mobile marketing stakeholders through a study of mobile marketing operation, value and service models.

Value, Interest and Power: A Three Dimensional Model for Mobile Marketing Stakeholder Analysis

Raymond Yiwen Huang

Abstract:

This paper provides an in-depth analysis of mobile marketing stakeholders through a study of mobile marketing operation, value and service models. In this paper there are five stakeholder groups being identified according to their roles and responsibilities; 11 stakeholders are categorized by the level of impacts to the mobile marketing process with three variables: value gained, interest of the process or outcome, and power to manage or influence. Finally, a three-dimensional model of the mobile marketing stakeholder is constructed, and mobile marketing service...

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