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Introduction of a new mobile player app store in selected countries of Southeast Asia

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dc.title Introduction of a new mobile player app store in selected countries of Southeast Asia en
dc.contributor.author Štarchoň, Peter
dc.contributor.author Vetráková, Milota
dc.contributor.author Metke, Jozef
dc.contributor.author Lorincová, Silvia
dc.contributor.author Hitka, Miloš
dc.contributor.author Weberová, Dagmar
dc.relation.ispartof Social Sciences
dc.identifier.issn 2076-0760 OCLC, Ulrich, Sherpa/RoMEO, JCR
dc.date.issued 2018
utb.relation.volume 7
utb.relation.issue 9
dc.type article
dc.language.iso en
dc.publisher Multidisciplinary Digital Publishing Institute (MDPI AG)
dc.identifier.doi 10.3390/socsci7090163
dc.relation.uri https://www.mdpi.com/2076-0760/7/9/163
dc.subject App store en
dc.subject Chi-square test en
dc.subject E-business en
dc.subject India en
dc.subject Mobile marketing en
dc.subject Philippines en
dc.subject Thailand en
dc.description.abstract Trends in modern society have a significant impact on the way organizations operate. The use of mobile phones makes it possible to create completely new high-availability communication and business channels. Mobile phones are used in mobile marketing, which has come to the fore via SMS marketing. In this article, the focus is on the use of mobile phones in e-business. The introduction of a new mobile player app store was analyzed through research conducted in 2017. The aim of the research was to find out whether it is possible-in terms of the sustainability of the consumption of a marketing product-to introduce a single campaign with the same content but in different language mutations in selected markets, or whether it is necessary to use a completely different campaign and means of communication for each market. Overall, 287 respondents from the Philippines, Thailand, and India were examined. The dependency between the socio-demographic characteristics of the respondents (country, gender, and age) and site engagement was tested, and user experience was tested, too. The results of the research revealed that there was no dependency between belonging to the selected countries and site engagement. Furthermore, there was also no dependency between gender and site engagement. On the other hand, there was a statistically significant dependency between belonging to the country and the design of the website. © 2018 by the authors. en
utb.faculty Faculty of Multimedia Communications
dc.identifier.uri http://hdl.handle.net/10563/1008301
utb.identifier.obdid 43879380
utb.identifier.scopus 2-s2.0-85055510656
utb.source j-scopus
dc.date.accessioned 2019-01-03T12:31:43Z
dc.date.available 2019-01-03T12:31:43Z
utb.contributor.internalauthor Weberová, Dagmar
utb.scopus.affiliation Faculty of Management, Comenius University in Bratislava, Odbojárov 10, P.O.BOX 95, Bratislava, 82005, Slovakia; Faculty of Economics, Matej Bel University in Banská Bystrica, Tajovského 10, Banská Bystrica, 97590, Slovakia; Faculty ofWood Science and Technology, Technical University in Zvolen, T. G. Masaryka 24, Zvolen, 96053, Slovakia; Faculty of Multimedia Communications, Tomas Bata University in Zlín, 2431 Stefanikova Str., Zlín, 76001, Czech Republic
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