Using Mobile Applications to Their Full Potential in Terms of Sustainability in The Selected Segment
Using Mobile Applications to Their Full Potential in Terms of Sustainability in The Selected Segment

Summary/Abstract: Thanks to technological development as well as the widespread adoption of mobile devices, mobile applications have become an important marketing tool. Companies do business in a competitive environment full of digital technologies, strategies and methods that are aimed at increasing operational efficiency and strategic competitiveness as well as improving customer targeting. Thanks to the technologies available to the general masses, the possibilities for disseminating information and education have been expanded across various scientific disciplines and various fields of a commercial or non-commercial nature. The usual secondary effect of using mobile applications is spread of information. Knowing this, brands try to influence and educate customers about various topics and at the same time strengthen their position in the market, also through sustainability. The paper deals with the issue of mobile applications in the context of the groundswell, reviews in the field of sustainable fashion in particular. The paper provides theoretical background and, based on an analytical approach, seeks to confirm some previous research using variety of data, in particular user reviews and results of popularity evaluation of individual applications in the field of sustainable fashion (using statistical methods). The paper made use of data obtained from the Appbot application and the method of statistical regression. It has been confirmed that there is dependence between the sentiment of the reviews and the stars awarded.

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