Consumer Behaviour Analysis Applied to Mobile Marketing

This project aims to investigate the functional relationships there are among different behavioural classes, context factors, and precedent elements as well as their consequences in the mobile marketing environment. To know how consumers respond to advertising, promotions and other marketing mobile tactics is of great interest to management science.


Oscar Robayo-Pinzon, Sandra Rojas-Berrio, and Montoya Luz-Alexandra (2017) ,"Consumer Behaviour Analysis Applied to Mobile Marketing ", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 105-106.


Oscar Robayo-Pinzon, Institucion Universitaria Politecnico Grancolombiano, Colombia
Sandra Rojas-Berrio, Universidad Nacional de Colombia, Colombia
Montoya Luz-Alexandra, Universidad Nacional de Colombia, Colombia


LA - Latin American Advances in Consumer Research Volume 4 | 2017

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