Download E-books Location-based Advertising im Kontext von Big Data: Determinanten der Konsumentenakzeptanz (Innovatives Markenmanagement) (German Edition) PDF

Claudius Warwitz zeigt, dass Privatsphare-Bedenken bei der Entscheidung, Location-based advertisements (LBA) zu nutzen, fur den Konsumenten kaum eine Rolle spielen. Dagegen tragen model Attachment und Markenvertrauen gegenuber dem LBA-Anbieter und der beworbenen Marke entscheidend dazu bei, dass Konsumenten Location-based advertisements akzeptieren und nutzen. Als weitere wichtige Determinanten identifiziert der Autor Markenauthentizitat, Markenimage, sowie Nutzlichkeit, Unterhaltungswert, Einstellung und personliche Relevanz. Im Zuge der Untersuchung wurden 1.237 Smartphone-Nutzer hinsichtlich ihres LBA-Nutzungsverhaltens zu 14 Marken befragt."

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