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What is Near-Field Communications (NFC)

Chapter 4
Navigating the Shifting Landscape of Consumer Behavior
A set of standards for advanced mobile devices such as smartphones and tablets/phablets to initiate radio communication with each other in very close proximity to transfer data in a more secure way compared to similar technologies such as the Bluetooth. NFC-enabled mobile devices can also be used for contactless mobile payments instead of using cash, cheques or physical credit cards. Mobile payments encompass mobile wallets and mobile money transfer activities which are regulated transactions initiated through advanced mobile devices. NFC-based mobile payments are extremely secure, convenient, and the fastest payment method available to digital customers.
Published in Chapter:
Multichannel and Omnichannel Marketing: The New Trends in Digital Retail
Monaliz Amirkhanpour (University of Gloucestershire, UK)
Copyright: © 2024 |Pages: 27
DOI: 10.4018/979-8-3693-1594-1.ch004
Abstract
The purpose of this chapter is to investigate the role and importance of using advanced digital marketing communication channels in retail and to analyze how adaptive the marketers are towards smartphone-based mobile technologies. This will be achieved through the synthesis of the findings in digital marketing literature, especially mobile marketing in addition to exploring the significance of adopting a multichannel or omnichannel marketing approach and investigating the role of social media and modern mobile devices such as smartphones in selecting the appropriate marketing strategy. The theoretical considerations from the literature are further conceptually developed to construct a provisional framework for empirical validation. The identified research gaps and inconsistencies are presented within the chapter as a result of systematic review of qualified literature sources.
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