Brand relationships in wireless mobile environments: The mediating role of apps

A Garcia‐Davalos… - International Journal of …, 2023 - Wiley Online Library
Brands use branded mobile apps to interact with users and to develop brand relationships in
wireless mobile environments. These apps collect data about users and app usage, which …

Mobile advertising spreading through personal social networks using a viral approach and branded apps

A Garcia Davalos - 2023 - investigo.biblioteca.uvigo.es
Mobile advertising is a rapidly evolving field driven by significant technological
advancements, particularly on the Internet. Nevertheless, advertising experts and academics …