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Value creation in mobile social media: a systematic review and agenda for future research
(Emerald, 2021)
info:eu-repo/semantics/article,
Purpose: the purpose of this study is to provide a systematic review of the current state of research regarding mobile social media use for value creation by firms and customers and an agenda for future research. ...
Determinants of mobile social media use, customer heterogeneity, and international microsegmentation
(Wiley, 2021)
Artículo / Artikulua,
How to effectively examine the heterogeneous nature of consumer preferences across borders and cultures is a challenge for firms that use mobile social media. This study identifies the determinants of individuals’ mobile ...