Mobile instant messaging and postmillennial consumer behavior: opportunities for retail marketing
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| Автор: | |
|---|---|
| Формат: | artículo original |
| Статус: | Versión publicada |
| Дата публикации: | 2022 |
| Описание: | 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. |
| Страна: | Portal de Revistas UNED |
| Институт: | Universidad Estatal a Distancia |
| Repositorio: | Portal de Revistas UNED |
| Язык: | Español |
| OAI Identifier: | oai:revistas.investiga.uned.ac.cr:article/4217 |
| Online-ссылка: | https://revistas.uned.ac.cr/index.php/rna/article/view/4217 |
| Ключевое слово: | 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 |