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 Dpto. Comercialización e Investigación de Mercados. Facultad de Economía. Universitat de València
Revista:
3c Tecnología: glosas de innovación aplicadas a la pyme

ISSN: 2254-4143

Año de publicación: 2016

Volumen: 5

Número: 1

Páginas: 25-40

Tipo: Artículo

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

Otras publicaciones en: 3c Tecnología: glosas de innovación aplicadas a la pyme

Objetivos de desarrollo sostenible

Resumen

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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Fuente de los datos: Dialnet