An empirical analysis of location-based mobile advertising : determinants, success factors, and moderating effects
Year of publication: |
2021
|
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Authors: | Kurtz, Oliver Tuna ; Wirtz, Bernd W. ; Langer, Paul F. |
Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 54.2021, p. 69-85
|
Subject: | Location-based advertising | Privacy calculus theory | Purchase intention | Shopping apps | Structural equation modeling | Theory of reasoned action | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Mobile Anwendung | Mobile application | Werbewirkung | Advertising effects | Strukturgleichungsmodell | Structural equation model | Erfolgsfaktor | Success factor | Datenschutz | Data protection | Mobile Business | Mobile business | Online-Marketing | Internet marketing | Mobile Marketing | Mobile marketing | Mobilkommunikation | Mobile communications | Empirische Methode | Empirical method | Innovationsakzeptanz | Innovation adoption |
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