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Focusing on multichannel mobile marketing, this research utilizes a global Delphi study to identify success factors and the significance of multichannel integration. It highlights acceptance as a crucial precursor to success and proposes a model linking m-Marketing acceptance to consumer satisfaction and stakeholder benefits. By integrating the Information Systems success model and adapting the Technology Acceptance Model (TAM), the study establishes a three-phase framework encompassing development, use, deployment, and impacts of mobile marketing strategies.
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Critical Success Factors in Multichannel Mobile Marketing, Raymond Yiwen Huang
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- 2014
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