Beyond mobile advertising : an empirical investigation of customer engagement and empowerment with mobile marketing communication campaigns
(2014)
Thesis
Alotaibi, I. S. A. (2014). Beyond mobile advertising : an empirical investigation of customer engagement and empowerment with mobile marketing communication campaigns. (Thesis). University of Hull. Retrieved from https://hull-repository.worktribe.com/output/4218840
The importance of customer engagement to sustain and foster business growth in an interactive environment has been recognised in the practitioner literature. It has also been observed that engaged customers become empowered in a given marketing commu... Read More about Beyond mobile advertising : an empirical investigation of customer engagement and empowerment with mobile marketing communication campaigns.