Indonesia's path to purchase: How smartphones are transforming the way consumers move their on/offline worlds and are creating a new path to purchase
Karthik Venkatakrishnan and Masao Kakihara
This article argues that mobile consumer research is still lacking robust observational data and methods, particularly in mobile-driven markets like Indonesia, and presents a new research methodology.
Indonesia's path to purchase: How smartphones are transforming the way consumers move their on/offline worlds and are creating a new path to purchase
Karthik Venkatakrishnan and Masao Kakihara
Introduction
Digital mobility and connectivity has become more...
