Mobile instant messaging and postmillennial consumer behavior: opportunities for retail marketing
محفوظ في:
| المؤلف: | |
|---|---|
| التنسيق: | artículo original |
| الحالة: | Versión publicada |
| تاريخ النشر: | 2022 |
| الوصف: | 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. |
| البلد: | Portal de Revistas UNED |
| المؤسسة: | Universidad Estatal a Distancia |
| Repositorio: | Portal de Revistas UNED |
| اللغة: | Español |
| OAI Identifier: | oai:revistas.investiga.uned.ac.cr:article/4217 |
| الوصول للمادة أونلاين: | https://revistas.uned.ac.cr/index.php/rna/article/view/4217 |
| كلمة مفتاحية: | 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 |