{"title":"In-App Coupons Versus Group-Coupons: The Impact of Mobile Marketing Strategies on Mobile Application Adoption","authors":"Xia Wang, Ning Fu, Yiding Li, Dong Liu","doi":"10.1080/08911762.2024.2319608","DOIUrl":null,"url":null,"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 ...","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"61 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-02-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Global Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/08911762.2024.2319608","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
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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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.
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