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Consumer value creation through WhatsApp use: A qualitative multimethod approach in a Latin American scenario
ArticleAbstract: Purpose: The purpose of this paper is to understand in-depth how consumers create value in their livPalabras claves:Consumer behaviour, Consumer value creation, Gika Latam 2019, Latin America, mobile instant messaging, WhatsAppAutores:Andrés Palacio-Fierro, Jorge Cruz-Cárdenas, Jorge Guadalupe-Lanas, Margarita Velín-Fárez, Staniewski M.W., Velín-Fárez M., Zabelina E.V.Fuentes:googlescopusFactors Influencing the Consumer Tendency to Use Mobile Instant Messaging (MIM): A Mixed Method Study
ArticleAbstract: Mobile instant messaging (MIM) is currently one of the most influential areas of technology. MIM appPalabras claves:consumer behavior, mobile instant messaging, network externalities, Technology Acceptance Model, WhatsAppAutores:Andrés Palacio-Fierro, Carlos Ramos-Galarza, Jorge Cruz-Cárdenas, Jorge Guadalupe-LanasFuentes:googlescopus