Brand app engagement: a theoretical model

Claudia Leticia Preciado Ortiz, Ainhize Gilsanz López, Juan Antonio Vargas Barraza

Resumen


Resumen


Objetivo: El objetivo principal de este trabajo es proponer un modelo teórico que pueda ser útil para medir los antecedentes y consecuencias del customer brand app engagement, de manera que las empresas que ya incursionaron o están por comenzar a utilizar las aplicaciones móviles como canal de comunicación con el cliente pueda establecer una estrategia adecuada al sector de la industria en el que se encuentra, al tipo de cliente dirigida y el producto o servicio ofrecido.
Diseño / metodología / enfoque: Es un trabajo meramente documental.
Originalidad / valor: Una de las contribuciones teóricas de esta investigación es un nuevo modelo conceptual para medir el customer engagement en un entorno móvil específicamente enfocado a las aplicaciones móviles de marca, el cual es un tema emergente e innovador en mercadotecnia


Palabras clave


brand app engagement; satisfacción; lealtad; brand app experience

Texto completo:

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Referencias


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