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Impatto del marketing digitale di YANGO DRC sulla popolazione di Kinshasa
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ISBN10: 620907622X
ISBN13: 9786209076220
Publisher: Edizioni Sapienza
Published: Sep 24 2025
Pages: 68
Weight: 0.23
Height: 0.16 Width: 6.00 Depth: 9.00
Language: Italian
ISBN13: 9786209076220
Publisher: Edizioni Sapienza
Published: Sep 24 2025
Pages: 68
Weight: 0.23
Height: 0.16 Width: 6.00 Depth: 9.00
Language: Italian
Questa tesi analizza l'impatto del marketing digitale di YANGO RDC sul comportamento dei consumatori di Kinshasa. Lo studio si svolge in un contesto in cui le tecnologie digitali stanno trasformando profondamente le abitudini di acquisto e di consumo. In qualità di piattaforma di trasporto basata su ordini online, YANGO RDC utilizza diversi strumenti di comunicazione digitale per posizionarsi in un mercato urbano in rapida evoluzione. L'obiettivo di questo studio è capire come queste strategie digitali influenzino la percezione del marchio, le decisioni di utilizzo del servizio e la fedeltà dei clienti a Kinshasa. Attraverso un'indagine su un campione di consumatori e un'analisi teorica basata sulla comunicazione persuasiva, lo studio evidenzia le leve di attrazione e conversione utilizzate da YANGO. Mostra inoltre l'importanza dell'immagine del marchio, dei contenuti digitali mirati e dell'esperienza dell'utente nella costruzione di un comportamento favorevole. Il rapporto fornisce raccomandazioni pratiche per le aziende di servizi che desiderano sfruttare appieno il potenziale del marketing digitale nella Repubblica Democratica del Congo.
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