Marketing Apps in Small Businesses in the Context of Digitization

Evgeniya Tonkova ()
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Evgeniya Tonkova: University of Economics - Varna, Varna, Bulgaria

Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, 2023, issue 2, 21-31

Abstract: Small businesses are gradually digitizing. Although they may not have the budget required to digitize all marketing processes, they make incremental investments in marketing apps aiming to improve their market positions. The frequently communicated benefits of marketing apps by companies that develop and offer them contributes to the demand for ready-made solutions and the development of apps targeted at specific business sectors. Familiarity with the potential of app-based marketing is integral to their acceptance as a means of exploring new opportunities and resolving specific problems.

Keywords: apps; digitization; marketing automation; awareness; and use of apps (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2023
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