Aspects of Mobility of e-Marketing from Customer Perspective

Abstract

The main aim of this article is to identify students' opinions concerning the place, role and influence of electronic marketing tools on making purchases on the Internet. The authors have applied the division of e-marketing into its traditional and electronic forms, on desktop computers and mobile devices, which was significant due to diversified opinions of clients concerning its use. The studies have been carried out with the application of a CAWI method examining a convenient, partially randomly selected sample of clients (students) who are the most active in the Internet. The studies were aimed at evaluating specific e-marketing media and techniques which, in the customers' view, influenced shopping on the Internet. In particular, the respondents commented on the advantages, disadvantages and benefits resulting from the application of e-marketing on mobile devices. The conclusions and recommendations from the study may contribute to better use of these factors in order to facilitate consumers' purchases, not only in the Internet.

The Usage of Smartphone and Mobile Applications from the Point of View of Customers in Poland

“…Therefore, its main goal was to examine the situation four years after the previous research related to this topic was carried out by the author [1]. It has emerged that the main problem to be solved at present is to identify the specific circumstances of the use of smartphones among the selected respondents, i.e., the population that includes the most active internet users [4].…”