Factores condicionantes del marketing móvilEstudio empírico de la expansión de las APPS. El caso de la ciudad de cáceres
- Pedro R. Palos Sánchez 1
- Elvira Martín Cumbreño 2
- José Antonio Folgado Fernández 2
- 1 Universidad de Sevilla. España
- 2 Universidad de Extremadura. España
ISSN: 0212-7237
Any de publicació: 2016
Número: 28
Pàgines: 37-72
Tipus: Article
Altres publicacions en: Revista de estudios económicos y empresariales
Resum
Currently, the majority of smartphone users devote a large part of their use to the download and management of applications also known as apps. The utility that they bring, along with its ability of customization, the interactivity or the possibility of using them at any time and place that are considered as a powerful tool of mobile marketing. This article aims to demonstrate, through a review of the literature and an investigation is based on a survey of consumers, which is the degree of knowledge of the users about the apps, their behavior and uses, their attitude to advertising and the price, as well as its valuation. Their conclusions indicate what factors influence their mode of use and will serve to guide researchers, developers and companies that want to launch an app or want to invest in them as advertising space.