Mobile marketing communications in consumer markets

Doctoral thesis English OPEN
Leppäniemi, M. (Matti);
(2008)
  • Publisher: University of Oulu
  • Journal: eissn: 1796-2269
  • Publisher copyright policies & self-archiving
  • Subject: Integrated Marketing Communications | action research | mobile advertising | mobile commerce | mobile marketing | mobile marketing communications | structural equation modeling

Abstract This dissertation aims to examine the theoretical and empirical foundations of the mobile marketing phenomenon. While numerous studies have yielded important insights into this topic, the existing mobile marketing literature appears to be inconsistent and so... View more
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