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Marco Altpeter's Akzeptanz von Beacons für Location-based Advertising: Eine PDF

By Marco Altpeter

Marco Altpeter beschäftigt sich mit neuen Technologien für Location-based providers, wie bspw. (Bluetooth-)Beacons, und deren Einsatzmöglichkeiten im advertising and marketing. Da eine kundenindividuelle Ansprache in keeping with cellphone 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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