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ARTÍCULO
TITULO

Usage of Smartphone Applications: A Descriptive Study of Top 100 U.S. Retailers

Wanmo Koo    

Resumen

The study investigated how top 100 U.S. retailers use their smartphone applications. Based on the literature, the study found five major functions of smartphone applications: content delivery, transaction, promotion, location service, and entertainment. Descriptive and frequency analyses revealed actual usage of the five functions among the top 100 U.S. retailers. Detailed implications for marketers were discussed based on the findings.

PÁGINAS
pp. pp. 54 - 58

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