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Keywords: WhatsApp
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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
...Jorge Cruz-Cárdenas; Jorge Guadalupe-Lanas; Ekaterina Zabelina; Andrés Palacio-Fierro; Margarita Velín-Fárez; Marcin Waldemar Staniewski Purpose The purpose of this paper is to understand in-depth how consumers create value in their lives using WhatsApp, the leading mobile instant messaging (MIM...
