In-App Coupons Versus Group-Coupons: The Impact of Mobile Marketing Strategies on Mobile Application Adoption

Q1 Business, Management and Accounting

Journal of Global Marketing Pub Date : 2024-02-20 DOI:10.1080/08911762.2024.2319608

Xia Wang, Ning Fu, Yiding Li, Dong Liu

引用次数: 0

Abstract

Global mobile marketers are intensifying efforts to promote mobile applications, yet little literature addresses the effectiveness of these strategies on consumer adoption. This study investigates ...

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应用内优惠券与团购优惠券：移动营销策略对移动应用采用率的影响

全球移动营销人员都在加大力度推广移动应用，但很少有文献探讨这些策略对消费者采用移动应用的有效性。本研究调查了...

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Global Marketing Business, Management and Accounting-Business and International Management

CiteScore

6.80

自引率

0.00%

发文量

期刊介绍： Stay current on cross-cultural marketing at both micro and macro levels! The Journal of Global Marketing is the top-notch journal packed with the latest global marketing planning and programming strategies, current information, and contemporary research findings on marketing challenges and opportunities that firms, industries, and public sector agencies encounter worldwide. The expert contributors to the journal include leading marketing and international business scholars, practitioners, and policymakers who provide up-to-date practical information vital for management and administrative professionals.