# Mobile instant messaging apps as an opportunity for a conversational approach to marketing: a segmentation study

> Research article (Journal of Business and Industrial Marketing, 2021) · cited 19× · AI/ML

**Wikidata**: [openalex:W3205329156](https://www.wikidata.org/wiki/openalex:W3205329156)  
**Source**: https://4ort.xyz/entity/mobile-instant-messaging-apps-as-an-opportunity-for-a-conversational-approach-to-marketing-a-segmentation-study