Title: Linking stakeholder salience with mobile services diffusion

Authors: Indrit Troshani, Sally Rao Hill

Addresses: The University of Adelaide Business School, 10 Pulteney Street, Adelaide, SA 5005, Australia. ' The University of Adelaide Business School, 10 Pulteney Street, Adelaide, SA 5005, Australia

Abstract: Using qualitative evidence from the Australian mobile telecommunications industry, this study employs social network theory to show how organisational stakeholders can use their salience to affect network interaction dynamics to influence mobile services diffusion. We found that carriers| definitive leverage brand loyalty to become influential stakeholders. Industry associations have ineffectively undertaken diverse mechanisms for achieving power for themselves and mobile end-users while the government regulator has successfully undertaken co-regulation to fulfil its end-user protection objectives. Our analysis explains, at least partially, the limited diffusion of mobile services in Australia.

Keywords: Australia; mobile communications; mobile content; mobile services diffusion; organisational networks; social network theory; stakeholder salience; brand loyalty; end user protection; regulation.

DOI: 10.1504/IJMC.2009.023672

International Journal of Mobile Communications, 2009 Vol.7 No.3, pp.269 - 289

Published online: 07 Mar 2009 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article