The Mobile Revolution: Understanding the Impact of Mobile Apps on Consumer Behavior
Mobile applications have transformed the landscape of consumer behavior, embedding themselves as critical tools in modern marketing strategies. This study explores the intersection of mobile app marketing and consumer experiences, examining its effects on decision-making processes and brand engag...
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| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
Ovidius University Press
2025-02-01
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| Series: | Ovidius University Annals: Economic Sciences Series |
| Subjects: | |
| Online Access: | https://stec.univ-ovidius.ro/html/anale/RO/2024i2/Section%204/2.pdf |
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| Summary: | Mobile applications have transformed the landscape of consumer behavior, embedding
themselves as critical tools in modern marketing strategies. This study explores the intersection of
mobile app marketing and consumer experiences, examining its effects on decision-making
processes and brand engagement. Through a comprehensive review of the literature, we analyze
the enablers and barriers presented by mobile platforms, highlighting their role in shaping the
customer journey. Insights derived from this investigation provide actionable recommendations for
marketers and app developers to enhance user satisfaction and trust, ensuring sustained
engagement in an increasingly digital economy. |
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| ISSN: | 2393-3127 |