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Keywords: Mobile instant messaging
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Journal Articles
Factors influencing m-loyalty and customer reuse intention toward mobile instant messaging services
Available to Purchase
Journal of Business & Industrial Marketing (2024) 39 (1): 66–84.
Published: 08 September 2023
...Mokhalles Mohammad Mehdi; Arshan Kler; Lubna Nafees Purpose This study aims to empirically examine the factors that affect mobile loyalty (m-loyalty) and its influence on customer reuse intention towards mobile instant messaging services. This study identified measurement items to assess...
Journal Articles
Mobile instant messaging apps as an opportunity for a conversational approach to marketing: a segmentation study
Available to Purchase
Journal of Business & Industrial Marketing (2022) 37 (7): 1432–1448.
Published: 11 October 2021
...Letizia Lo Presti; Giulio Maggiore; Vittoria Marino; Riccardo Resciniti Purpose The purpose of this paper is to understand how firms may be segmented with respect to their attitudes towards the use of mobile instant messaging (MIM) apps (e.g. WhatsApp, Messenger, WeChat, etc). in their marketing...
