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Mobile Marketing: Eine experimentelle Studie ueber den Einfluss von mobilen Verkaufsfoerdermaßnahmen auf die Einstellungsbildung und die Verhaltensabs
Hardcover
Series: Strategisches Marketingmanagement, Book 30
ISBN13: 9783631730669
Publisher: Peter Lang Gmbh, Internationaler Verlag Der W
Published: Sep 18 2017
Pages: 254
Weight: 1.01
Height: 0.63 Width: 5.83 Depth: 8.27
Language: German
Anhand unterschiedlicher Produktkategorien untersucht diese experimentelle Studie den wachsenden M-Commerce-Markt. Die Autorin führt aus, wie der mobile Kommunikationskanal für Unternehmen eine Vielzahl einzigartiger Eigenschaften bietet. Im Mittelpunkt des Interesses steht dabei, welchen Einfluss Mobile Marketing auf die Einstellungsbildung hat und wie mobile Verkaufsförderma nahmen die Kaufentscheidung beeinflussen. Die Autorin fragt, welchen Einfluss QR-Codes, als pull-basierte mobile Verkaufsförderma nahme, auf Einstellung und Verhalten haben und stellt fest, dass die Stärke des Einflusses zwischen den Produktkategorien variiert.
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