Abstract
The emergence of e-commerce in 1990 onwards has dramatically changed the way companies conduct business and people communicate (Peters et al. 2007; Lu and Su 2009). The 21st has witnessed a tremendous growth of mobile networks and devices, which have turned consumers’ interests to the adoption of the mobile internet and the usage of mobile commerce (m-commerce or wireless e-commerce) for any transaction via their wireless telecommunication networks without location and time limits (Ngai and Gunasekaran 2007; Khalifa and Shen 2008).
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© 2015 Academy of Marketing Science
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Valvi, A.C., West, D.C. (2015). Mobile Applications (Apps) in Advertising: A Grounded Theory of Effective Uses and Practices. In: Kubacki, K. (eds) Ideas in Marketing: Finding the New and Polishing the Old. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10951-0_132
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DOI: https://doi.org/10.1007/978-3-319-10951-0_132
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