Disruptive Marketing Communication for Customer Engagement. The New Frontiers of Mobile Instant Messaging

Authors :: Letizia Lo Presti
Vittoria Marino
Source :: International Journal on Media Management. 21:3-23
Publication Year :: 2019
Publisher :: Informa UK Limited, 2019.
Abstract: The aim of this paper is to evaluate the use of mobile instant messaging (MIM) apps from the perspective of the user. The objective is to verify what is the perceived usefulness, perceived value of...

Subjects :: Customer engagement
customer engagement
Marketing communication, customer engagement, Mobile instant messaging
Computer science
Marketing communication
Mobile instant messaging
Strategy and Management
Communication
Perspective (graphical)
Value (economics)
Advertising

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