Mobile analytics

Aydın Gökgöz, Zeynep (2023) Mobile analytics. In: Sumer, Selay Ilgaz and Parilti, Nurettin, (eds.) Social Media Analyticsin Predicting Consumer Behavior. CRC Press, Boca Raton, pp. 151-168. ISBN 9781003200154

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Mobile analytics has emerged as a recent phenomenon in the last couple of years stemming from the staggering increase in worldwide mobile smartphone usage combined with the increased attachment of mobile users to their phones. In this chapter, the authors discuss the new, dynamic and delicate balances between the users and their mobile phones, between the users and mobile businesses, and among today’s mobile users. Upon providing the general landscape of mobile, they focus on mobile applications as the main medium that gave rise to the emergence of mobile analytics. The authors offer a framework to map mobile analytics into the underlying decision-making process of mobile app users. They discuss each stage of the decision-making process with its corresponding mobile analytic tools. Mobile connectedness has altered the delicate balance between businesses and consumers in favor of consumers in a variety of ways; creating an empowered customer.
Item Type: Book Section / Chapter
Divisions: Sabancı Business School
Depositing User: Zeynep Aydın Gökgöz
Date Deposited: 08 Aug 2023 21:49
Last Modified: 08 Aug 2023 21:49

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