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A qualitative study to explore the drivers, perceived benefits, and barriers of mobile marketing adoption – the case of Mauritius Cover

A qualitative study to explore the drivers, perceived benefits, and barriers of mobile marketing adoption – the case of Mauritius

International Journal of Management and Economics
Volume 60 (2024): Issue 4 (December 2024)
By: Mariusz Sagan,  Rajesh Sannegadu,  Sameerchand Pudaruth,  Thanika Devi Juwaheer and  John Matthew Lamport  
Open Access
|Sep 2024

Figures & Tables

Figure 1.

Drivers, perceived benefits and barriers of mobile marketing adoption. Source: Author’s Compilation.
Drivers, perceived benefits and barriers of mobile marketing adoption. Source: Author’s Compilation.
DOI: https://doi.org/10.2478/ijme-2024-0027 | Journal eISSN: 2543-5361 | Journal ISSN: 2299-9701
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Language: English
Page range: 259 - 271
Submitted on: Mar 5, 2024
Accepted on: May 19, 2024
Published on: Sep 21, 2024
Published by: Warsaw School of Economics
In partnership with: Paradigm Publishing Services
Publication frequency: 4 issues per year
Keywords:
Mauritius,
mobile devices/application,
mobile marketing,
mobile users,
qualitative insights
Related subjects:
Business and economics,
Political economics,
Economic theory, systems and structures,
Business management,
Management accounting, financial controlling, cost calculation, investment

© 2024 Mariusz Sagan, Rajesh Sannegadu, Sameerchand Pudaruth, Thanika Devi Juwaheer, John Matthew Lamport, published by Warsaw School of Economics
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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