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Browsing Research Articles (Communication Management) by Author "Goneos-Malka, Amaleya Catherina"

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Conventionalists, connectors, technoisseurs and mobilarti : differential profiles of mobile marketing segments based on phone features and postmodern characteristics of consumers

Goneos-Malka, Amaleya Catherina; Strasheim, Arien; Grobler, Anske F. (Elsevier, 2014-11)

The high penetration of mobile phones amongst the South African population presents mobile phones as an attractive interactive marketing communication medium. This paper argues that the access and actual use of different ...

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