Beyond mobile technologies, short and smart mobile advertising videos are used to attract at-tention; in addition, viral video content can be shared through mobile social networks. Mobile payments allow users to pay for products
directly through their mobile devices, anytimeand anywhere. Starbucks developed Square Wal-
let, a mobile payment app that was launched in November of 2012. Due to the convenience of Square Wallet, to date, mobile payments have been implemented in over 11,000 Starbucks stores nationwide.