Mobile Marketing

Hovančáková, Dominika

doi:10.2478/v10151-011-0007-y

Cited by 2 publications

(1 citation statement)

References 3 publications

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“…At present, mobile marketing is an essential part of electronic marketing. Due to the fact that it is perceived as all (advertising and promotional) activities using the functionalities of mobile devices [2], [9], it is difficult to distinguish between advertising available in browsers and special, dedicated smartphone mobile applications [8]. According to AMMA (The American Mobile Marketing Association), mobile marketing is understood as any form of marketing, advertising or promotional activity addressed to clients and transmitted via the mobile channel [15].…”

Section: Introductionmentioning

confidence: 99%

Aspects of Mobility of e-Marketing from Customer Perspective

Chmielarz¹,

Zborowski²,

Atasever³

2019

Proceedings of the 2019 Federated Conference on Computer Science and Information Systems

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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.

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Section: Introductionmentioning

confidence: 99%