A qualitative study to explore the drivers, perceived benefits, and barriers of mobile marketing adoption – the case of Mauritius
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DOI: 10.2478/ijme-2024-0027
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More about this item
Keywords
Mauritius; mobile devices/application; mobile marketing; mobile users; qualitative insights;All these keywords.
JEL classification:
- M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
- L8 - Industrial Organization - - Industry Studies: Services
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