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Mobile App Marketing Communication for B2B and B2C: Ingoes as a Case Study

In: Consumer Behavior and Marketing

Author

Listed:
  • Umut Ayman
  • Anil Kemal Kaya
  • Ipek Halim

Abstract

In today's marketing world, there are highly competitive business environments in every industry. The companies try to survive, and their strategical conceptual thinking and entrepreneurship levels help them to be unique in their industry. The innovative ideas and alterations on consumer behavior create success stories in the future survival of the companies. Ingoes is a real estate platform that brings real estate buyers and sellers together and must be research case since it is the first mobile application for property market in Northern Cyprus. Thus, this chapter is helpful as a literature source for mobile application sector usage of marketing communication strategies when they are newly entering in their markets. Diffusion of innovation theory is considered while analyzing Ingoes brand. The aim of this study is to focus on the diffusion of innovation for mobile application marketing perspectives. This chapter covers both quantitative and qualitative research method content analyses by focusing on Ingoes new media usage while they are reaching their current and potential consumers.

Suggested Citation

  • Umut Ayman & Anil Kemal Kaya & Ipek Halim, 2020. "Mobile App Marketing Communication for B2B and B2C: Ingoes as a Case Study," Chapters, in: Matthew G. Reyes (ed.), Consumer Behavior and Marketing, IntechOpen.
    • Handle: RePEc:ito:pchaps:178831
    DOI: 10.5772/intechopen.85008
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    More about this item

    Keywords

    mobile application; marketing communication; property market; Ingoes; Northern Cyprus;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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