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Exploring the Mobile Consumer
Abstract
The article provides insights into consumers’ experience with mobile marketing by presenting a review of the mobile consumer behavior literature in an organized framework. An important contribution of this study is that it compiles a list of prominent predictor variables that come into play in the process of consumer adoption and acceptance of mobile marketing. The resulting list is purported to be beneficial to both academics by providing a state-of-the-art and practitioners by providing a powerful item battery to be used in setting up effective mobile marketing campaigns.
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