Integrated Cultural Theories on Mobile Marketing Acceptance : Literature Review

• Autorzy: Ngoc Thi Hong Nguyen , Edyta Rudawska
• Języki publikacji: EN

Abstrakty

EN

Purpose: This article investigates trends in studies on the impact of cultural factors on mobile marketing acceptance. To that end, the article provides a literature review of technology acceptance models and cultural models used in research on mobile marketing.

Design/method/approach: This study used qualitative methods to assess the situation of studying cultural factors in the context of mobile marketing acceptance. Various bibliographic sources were consulted, mainly from publications specializing in mobile marketing and cultural theories. These queries were primarily performed through Scopus, one of the main databases of indexed publications related to this topic.

Findings: In the field of mobile marketing, interest in the impact of cultural factors on consumer behavior has steadily increased over the past decade. Furthermore, the research showed the role and impact of each cultural dimension on mobile marketing acceptance. Cultural differences lead to differences in consumer behavior toward mobile marketing.

Originality/Value: This overview provides a comprehensive discussion and appraisal of cultural theories, a review of technology acceptance theories, and an analysis of previous cross-cultural studies on technology adoption. (original abstract)

Słowa kluczowe

PL

Marketing mobilny; Badania międzykulturowe; Badanie jakościowe; Przegląd literatury

EN

Mobile marketing; Intercultural research; Qualitative research; Literature review

• Czasopismo: Central European Management Journal
• Rocznik: 2022
• Tom: 30
• Numer: nr 3
• Strony: 112-135

Twórcy

autor

Ngoc Thi Hong Nguyen

• School of Tourism and Hospitality, Vietnam

autor

Edyta Rudawska

• University of Szczecin, Poland

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Identyfikatory

DOI

10.7206/cemj.2658-0845.84