Integrated Cultural Theories on Mobile Marketing Acceptance: Literature Review

Nguyen Ngoc Thi Hong () and Rudawska Edyta ()
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Nguyen Ngoc Thi Hong: Hue University, School of Tourism and Hospitality, Vietnam ;
Rudawska Edyta: University of Szczecin, Poland ;

Journal of Management and Business Administration. Central Europe, 2022, vol. 30, issue 3, 112-135

Abstract: 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.

Keywords: mobile marketing; cultural theories; cross-cultural; technology acceptance (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:jmbace:v:30:y:2022:i:3:p:112-135:n:4

DOI: 10.7206/cemj.2658-0845.84

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