The Mobile Revolution: Understanding the Impact of Mobile Apps on Consumer Behavior

Ionela-Lidia Beldean ()
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Ionela-Lidia Beldean: Western University of Timișoara, Faculty of Economics and Business Administration, Romania

Ovidius University Annals, Economic Sciences Series, 2024, vol. XXIV, issue 2, 355-358

Abstract: 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.

Keywords: Mobile marketing; consumer behavior; customer journey; personalization; mobile apps. (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2024
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