Mobile Commerce and the Internet of Things

  • Turban E
  • Outland J
  • King D
  • et al.
N/ACitations
Citations of this article
53Readers
Mendeley users who have this article in their library.
Get full text

Abstract

The development of information technology, followed by the advancement of digital communication tools, has encouraged businesses to change the way of communicating the product. Digital marketing communications strategy is a strategy of using digital communication media such as for example a smartphone. The purpose of this study was to analyze the implementation of the digital marketing strategies of online taxi motorbike: GO-JEK Jakarta. This is a qualitative descriptive research using case study method. The technique used is observation and in depth interviews. Respondents are college students. In addition, they are GO-JEK users. The result of this study concludes that the implementation of the strategy of marketing communications has changed the way consumers use the services of taxi motorbike. Besides, the application of digital communications strategy has been there to provide comfort, convenience and safety for taxi motorbike users. By the use of digital applications, GO-JEK maximizes the marketing function and its relationship with consumers.

Cite

CITATION STYLE

APA

Turban, E., Outland, J., King, D., Lee, J. K., Liang, T.-P., & Turban, D. C. (2018). Mobile Commerce and the Internet of Things (pp. 205–248). https://doi.org/10.1007/978-3-319-58715-8_6

Register to see more suggestions

Mendeley helps you to discover research relevant for your work.

Already have an account?

Save time finding and organizing research with Mendeley

Sign up for free