Priyanka Gupta, S. Prashar, C. Parsad, T. S. Vijay
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Segmenting utilitarian-based mobile app users: an empirical study using SEM and clustering techniques
This study endeavours to facilitate the app developers and marketers in segmenting the market using antecedents - interactivity, information quality and system quality, and mediating variable - per...
期刊介绍:
IJTMkt proposes and fosters discussion on the advancement of marketing practice and theory, with emphasis on technology and technology intensive products. This perspective acknowledges the complexity and importance of linking technology and marketing issues, as well as the necessity of innovatively marketing technology and technology intensive products.