The Identification, Ranking and Categorization of Mobile Marketing Success Factors

This paper explores and examines success factors of mobile marketing (m-marketing) using Delone and McLean's information system (IS) success model as a framework and the three major components of m-marketing: m- marketing development, m-marketing use and deployment, and m-marketing impacts.

The Identification, Ranking and Categorization of Mobile Marketing Success Factors

Raymond Yiwen Huang

Abstract:

This paper explores and examines success factors of mobile marketing (m-marketing) using Delone and McLean's information system (IS) success model as a framework and the three major components of m-marketing: m-marketing development, m-marketing use and deployment, and m-marketing impacts. In addition, the researcher has identified 23 success factors of m-marketing from literature; 31 international m-marketing experts have participated to score and categorize these factors. Thus, this paper finds that acceptance, permission, value/profit, usability and campaign promotion are the most important success factors for m-marketing. An m-marketing...

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