Download PDF by Marco Altpeter: Akzeptanz von Beacons für Location-based Advertising: Eine

By Marco Altpeter

Marco Altpeter beschäftigt sich mit neuen Technologien für Location-based prone, wie bspw. (Bluetooth-)Beacons, und deren Einsatzmöglichkeiten im advertising. Da eine kundenindividuelle Ansprache according to phone die Akzeptanz der Kunden voraussetzt, identifiziert der Autor empirisch Determinanten der Akzeptanz neuer Technologien am Beispiel von Location-based advertisements aus Konsumentensicht und untersucht sie auf der Grundlage der Strukturgleichungsmodellanalyse. 

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Akzeptanz von Beacons für Location-based Advertising: Eine empirische Analyse aus konsumentenorientierter Sicht (BestMasters) (German Edition) by Marco Altpeter


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