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Keywords: Mensajería instantánea basada en móviles
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Journal Articles
Consumer value creation through WhatsApp use: A qualitative multimethod approach in a Latin American scenario
Available to PurchaseJorge Cruz-Cárdenas, Jorge Guadalupe-Lanas, Ekaterina Zabelina, Andrés Palacio-Fierro, Margarita Velín-Fárez, Marcin Waldemar Staniewski
Academia Revista Latinoamericana de Administracion (2019) 32 (4): 455–471.
Published: 05 November 2019
.... Propósito El presente estudio busca comprender a profundidad la forma en que los consumidores crean valor en sus vidas usando WhatsApp, la aplicación líder de mensajería instantánea basada en móviles (MIM). Diseño/metodología/aproximación El estudio adopta la perspectiva de la lógica dominante del...
