EXPERIENCE OF MILLENNIALS USING SMARTPHONES IN E-COMMERCE
EXPERIENCE OF MILLENNIALS USING SMARTPHONES IN E-COMMERCE
Author(s): Jakub Horváth, Radovan Bačík, Richard FedorkoSubject(s): Social Sciences, Economy, Media studies, Communication studies, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: E-Commerce; M-Commerce; Millennials; Online Shopping; Smartphones;
Summary/Abstract: Mobile marketing is a tactical tool of marketing communication that uses mobile technology to present ideas, products or services. Its advantage is that it allows immediate interaction with the target audience - customers, depending on their location or the situation they are in when they receive marketing information. The goal of this paper is to broaden knowledge in the field of e-commerce and m-commerce, to find out how confident are millennials in online shopping, to explore experience of Millennials with online shopping and to identify the frequency of online shopping by Millennials.
Journal: Marketing Identity
- Issue Year: 7/2019
- Issue No: 1
- Page Range: 541-550
- Page Count: 10
- Language: English
