Digital maps and navigation applications are considered an essential tool by 70% of smartphone users. As these apps come predominantly free of charge, their contribution to consumer well-being cannot be captured by the common economic measures, like the GDP. This study demonstrates how the...

Purpose – The purpose of this paper is to analyse key drivers of consumer acceptance of short messaging services (SMS) to participate in TV programmes. Design/methodology/approach – The technology acceptance model (TAM) and the theory of planned behaviour (TPB) have been integrated for the...

Purpose – The purpose of this paper is to analyze whether offering free Wi‐Fi improves hotels' online ratings, which are considered a measure of customer satisfaction. Design/methodology/approach – Empirical research was conducted using the salient features of downloaded reviews (e.g....

Purpose ? Based on their size, disposable income, and purchasing power, generation Y (Gen Y) consumers are viewed as the Holy Grail for marketers. Conversely, some of this group's behavior disturbs public policy officials, particularly when dealing with issues such as poor financial planning,...

Chapter 1. The Nature and Scope of Global Marketing Research -- Chapter 2. Marketing Research in The Global Environment -- Chapter 3. Global Marketing Research Process -- Chapter 4. Preliminary Stages of The Research Process -- Chapter 5. Secondary Data -- Chapter 6. Marketing Research on The...