Mobile instant messaging and postmillennial consumer behavior: opportunities for retail marketing

 

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Библиографические подробности
Автор: Canossa-Montes de Oca, Héctor
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