Mobile instant messaging and postmillennial consumer behavior: opportunities for retail marketing
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| Autor: | |
|---|---|
| Format: | artículo original |
| Estat: | Versión publicada |
| Data de publicació: | 2022 |
| Descripció: | 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. |
| Pais: | Portal de Revistas UNED |
| Institution: | Universidad Estatal a Distancia |
| Repositorio: | Portal de Revistas UNED |
| Idioma: | Español |
| OAI Identifier: | oai:revistas.investiga.uned.ac.cr:article/4217 |
| Accés en línia: | https://revistas.uned.ac.cr/index.php/rna/article/view/4217 |
| Paraula clau: | 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 |