The emergence of Smartphones: An exploratory study of consumer attitude and intention to redeem mobile coupons
Lao, Ka Man (2012) The emergence of Smartphones: An exploratory study of consumer attitude and intention to redeem mobile coupons. [Dissertation (University of Nottingham only)] (Unpublished)
Purpose - The prevalence of mobile phones, especially the development of smartphones, has attracted numerous companies to exploit the potential in mobile marketing. One notable mobile marketing tool that is progressively gaining interest is the mobile coupon. The aim of this study is to build a conceptual model to explain consumers’ attitude and intention to redeem mobile coupon in the emergence of smartphones.
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