Mobile instant messaging apps as an opportunity for a conversational approach to marketing : a segmentation study
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 | Mobilkommunikation | Mobile communications | Marktsegmentierung | Market segmentation | Mobile Anwendung | Mobile application | Online-Marketing | Internet marketing | Social Web | Social web |
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