| Abstrakt: |
Brand and branding as important management priorities relate to defining a clear identity, implementing a proper marketing program, market positioning, as well as maintaining and increasing its value. Relationship that brands have with people basically changed the process of digitization of the media. In this sense, mobile marketing primarily due to its unique characteristics (high response rate, availability anytime, anywhere and the relatively low price etc.) Influence marketers use the mobile phone in the marketing communication process. In this regard, implementing a successful marketing campaign is critical acceptance of the mobile device by consumers as a new way of thinking. For marketers failure to increase the engagement of users, to add value and ultimately increase their return on investment in marketing, it is essential that they understand the attitudes and intentions of customers to mobile marketing.. [ABSTRACT FROM AUTHOR] |
