Mobile instant messaging and postmillennial consumer behavior: opportunities for retail marketing
Αποθηκεύτηκε σε:
| Συγγραφέας: | |
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| Μορφή: | artículo original |
| Κατάσταση: | Versión publicada |
| Ημερομηνία έκδοσης: | 2022 |
| Περιγραφή: | This paper aims to examine the influence of the use of mobile instant messaging (MIM) on Post-Millennial consumer behavior in retail companies. A non-experimental quantitative research design with correlational-causal scope was conducted, for the empirical analysis used the structural equation models (PLS -SEM). As main results of the study, it was identified that marketing communications through the MIM influence satisfaction, and that these communications, the influence of other consumers and satisfaction affect the loyalty of the Post-Millennial consumer, with new evidences of the use of mobile instant messaging in marketing, retail companies can guide their strategic actions. |
| Χώρα: | Portal de Revistas UNED |
| Ίδρυμα: | Universidad Estatal a Distancia |
| Repositorio: | Portal de Revistas UNED |
| Γλώσσα: | Español |
| OAI Identifier: | oai:revistas.investiga.uned.ac.cr:article/4217 |
| Διαθέσιμο Online: | https://revistas.uned.ac.cr/index.php/rna/article/view/4217 |
| Λέξη-Κλειδί : | Satisfacción del consumidor fidelidad del cliente marketing móvil retail marketing Consumer satisfaction customer loyalty mobile marketing Satisfaction du client fidélité du client marketing mobile marketing de détail Satisfação do consumidor lealdade do cliente marketing móvel marketing de varejo |