Algunas reflexiones sobre el marketing y la publicidad móvil

  1. Küster Boluda, Inés 1
  2. Ruiz Mafé, Carla 1
  3. Damián Claudio, Christian 1
  1. 1 Universitat de València
    info
    Universitat de València

    Valencia, España

    ROR https://ror.org/043nxc105

    Geographic location of the organization Universitat de València
Journal:
3c Tecnología: glosas de innovación aplicadas a la pyme

ISSN: 2254-4143

Year of publication: 2016

Volume: 5

Issue: 1

Pages: 25-40

Type: Article

DOI: 10.17993/3CTECNO.2016.V5N1E17.25-40 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: 3c Tecnología: glosas de innovación aplicadas a la pyme

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SDG classification obtained using Aurora SDG artificial intelligence model.

Abstract

El móvil es uno de los medios más novedosos con los que realizar comunicaciones de marketing y año tras año incrementa su importancia en los presupuestos publicitarios de las empresas. El objetivo de este trabajo es estudiar los antecedentes y efectos de esta publicidad aplicando el modelo de persuasión de Batra y Ray (1986) al contexto móvil.

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Data source: Dialnet