NEW GENERATION AND THEIR USE OF SMARTPHONES IN THE PROCESS OF E-COMMERCE
NEW GENERATION AND THEIR USE OF SMARTPHONES IN THE PROCESS OF E-COMMERCE
Author(s): Jakub Horváth, Radovan Bačík, Richard FedorkoSubject(s): Social Sciences, Economy, Media studies, Communication studies, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: M-Commerce; Millennials; Price Comparison; Reviews; Smartphone;
Summary/Abstract: Increasing number of new companies throughout the world is trying to use mobile marketing to reach new customers, streamline forms of communication, expand their business and the like. The most important question is which form of mobile marketing can make use of the full potential of mobile marketing. The aim of this paper is to identify the possibilities of using a smartphone in the process of e-commerce with regard to the new generation of customers - the Y generation or Millennials.
Journal: Marketing Identity
- Issue Year: 7/2019
- Issue No: 1
- Page Range: 528-540
- Page Count: 13
- Language: English