Antecedents and consequencies of mobile electronic commerce use, marketing activities and performance in the business-to-business context
This study was prepared at the University of Patras in the Department of Business Administration and attempt to contribute increasing knowledge by examining the factors that may contribute to the successful implementation of M-Commence marketing in the case of corporate clients. Mobile commerce is t...
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nemertes-10889-163422022-09-06T05:12:49Z Antecedents and consequencies of mobile electronic commerce use, marketing activities and performance in the business-to-business context Ηλεκτρονικό εμπόριο μέσω φορητών συσκευών (mobile e-commerce) από τις ελληνικές επιχειρήσεις. Έλεγχος κρίσιμων παραγόντων επιτυχίας και ενδεχόμενων μεταβλητών στην χρήση και απόδοσή τους Ντάρλας, Γεράσιμος Ntarlas, Gerasimos Mobile commerce Marketing-oriented activities Εμπόριο μέσω κινητών συσκευών Εταιρικοί πελάτες This study was prepared at the University of Patras in the Department of Business Administration and attempt to contribute increasing knowledge by examining the factors that may contribute to the successful implementation of M-Commence marketing in the case of corporate clients. Mobile commerce is the evolution of e-commerce, following the widespread use of mobile devices. It is now a given that mobile devices are an important element of the new, digital economy, given the revolution of wireless networks and the great growth of M-commerce. Mobile commerce (via Smartphones) and Mobile marketing is becoming increasingly popular and important. Academic research on mobile marketing is expanding at a rapid pace, prompted by widely publicized, too optimistic forecasts of future success of mobile marketing and success stories of mobile marketing initiatives. In this context, mobile applications are the result of a series of actions, the adoption of several best collaboration practices, the development of schedules and risk management, among others. In this context, an attempt is made to examine the factors that may contribute to the successful implementation of M-Commence marketing. Η παρούσα μελέτη εκπονήθηκε στο Πανεπιστήμιο Πατρών στο τμήμα Διοίκησης Επιχειρήσεων και προσπαθεί να συμβάλλει στην αύξηση της γνώσης μέσω της εξέτασης των παραγόντων που μπορεί να συμβάλλουν στην επιτυχημένη εφαρμογή του Μ- Commence marketing στην περίπτωση των εταιρικών πελατών. Το εμπόριο μέσω κινητών συσκευών αποτελεί την εξέλιξη του ηλεκτρονικού εμπορίου, ύστερα από την εκτεταμένη χρήση των κινητών συσκευών. Είναι πλέον δεδομένο ότι οι κινητές συσκευές αποτελούν ένα σημαντικό στοιχείο της νέας, ψηφιακής οικονομίας, δεδομένης της επανάστασης των ασύρματων δικτύων και την μεγάλη αύξηση του M-commerce. Σε αυτό το πλαίσιο, οι εφαρμογές για κινητές συσκευές είναι το αποτέλεσμα μιας σειράς ενεργειών, της υιοθέτησης μιας σειράς βέλτιστων πρακτικών συνεργασίας, της ανάπτυξης χρονοδιαγραμμάτων και της διαχείρισης κινδύνων, μεταξύ άλλων. Σε αυτό το πλαίσιο γίνεται μια προσπάθεια εξέτασής των παραγόντων που μπορεί να συμβάλλουν στην επιτυχημένη εφαρμογή του Μ- Commence marketing. 2022-07-01T09:44:19Z 2022-07-01T09:44:19Z 2022-06-27 http://hdl.handle.net/10889/16342 en application/pdf |
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UPatras |
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Nemertes |
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English |
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Mobile commerce Marketing-oriented activities Εμπόριο μέσω κινητών συσκευών Εταιρικοί πελάτες |
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Mobile commerce Marketing-oriented activities Εμπόριο μέσω κινητών συσκευών Εταιρικοί πελάτες Ντάρλας, Γεράσιμος Antecedents and consequencies of mobile electronic commerce use, marketing activities and performance in the business-to-business context |
description |
This study was prepared at the University of Patras in the Department of Business Administration and attempt to contribute increasing knowledge by examining the factors that may contribute to the successful implementation of M-Commence marketing in the case of corporate clients. Mobile commerce is the evolution of e-commerce, following the widespread use of mobile devices. It is now a given that mobile devices are an important element of the new, digital economy, given the revolution of wireless networks and the great growth of M-commerce. Mobile commerce (via Smartphones) and Mobile marketing is becoming increasingly popular and important. Academic research on mobile marketing is expanding at a rapid pace, prompted by widely publicized, too optimistic forecasts of future success of mobile marketing and success stories of mobile marketing initiatives.
In this context, mobile applications are the result of a series of actions, the adoption of several best collaboration practices, the development of schedules and risk management, among others. In this context, an attempt is made to examine the factors that may contribute to the successful implementation of M-Commence marketing. |
author2 |
Ntarlas, Gerasimos |
author_facet |
Ntarlas, Gerasimos Ντάρλας, Γεράσιμος |
author |
Ντάρλας, Γεράσιμος |
author_sort |
Ντάρλας, Γεράσιμος |
title |
Antecedents and consequencies of mobile electronic commerce use, marketing activities and performance in the business-to-business context |
title_short |
Antecedents and consequencies of mobile electronic commerce use, marketing activities and performance in the business-to-business context |
title_full |
Antecedents and consequencies of mobile electronic commerce use, marketing activities and performance in the business-to-business context |
title_fullStr |
Antecedents and consequencies of mobile electronic commerce use, marketing activities and performance in the business-to-business context |
title_full_unstemmed |
Antecedents and consequencies of mobile electronic commerce use, marketing activities and performance in the business-to-business context |
title_sort |
antecedents and consequencies of mobile electronic commerce use, marketing activities and performance in the business-to-business context |
publishDate |
2022 |
url |
http://hdl.handle.net/10889/16342 |
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