Mobile instant messaging apps as an opportunity for a conversational approach to marketing : a segmentation study
Letizia Lo Presti and Giulio Maggiore and Vittoria Marino and Riccardo Resciniti
| Year of publication: |
2022
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|---|---|
| Authors: | Lo Presti, Letizia ; Maggiore, Giulio ; Marino, Vittoria ; Resciniti, Riccardo |
| Published in: |
The journal of business & industrial marketing. - Bradford : Emerald, ISSN 2052-1189, ZDB-ID 2019934-X. - Vol. 37.2022, 7, p. 1432-1448
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| Subject: | Digital engagement platform | Marketing strategy | Mobile instant messaging | Segmentation | Social innovation attitude | Marketingmanagement | Marketing management | Marktsegmentierung | Market segmentation | Mobile Anwendung | Mobile application | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Mobilkommunikation | Mobile communications |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JBIM-02-2020-0121 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013400120