Mobile advertising adoption by multinationals: Senior executives' initial responses

Article English OPEN
Okazaki, Shintaro;
  • Publisher: Emerald Group Publishing
  • Related identifiers: doi: 10.1108/10662240510590342
  • Subject: Advertising | Internet | Mobile communication systems | Multinational companies | Spain | Telephony | Economía | Empresa

Purpose - Although the wireless internet attracts more and more interest from marketers and researchers, there is little empirical evidence of multinational corporations' (MNCs) adoption of pulltype mobile advertising in global markets. The aim of this study is to... View more
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