Electronic Commerce & Digital Markets / Location-Based Advertising: Context and Consumer Behavior

Language: English

Published by Epubli Dez 2015, 2015

3737523843 / 9783737523844

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Seller: BuchWeltWeit Ludwig Meier e.K., Bergisch Gladbach, GermanyBuchWeltWeit Ludwig Meier e.K.

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Softcover

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This item is printed on demand - it takes 3-4 days longer - Neuware -The objective of this dissertation is to study the impact of location-based advertising on consumers' preferences and their decision making. With the increasing adoption of smartphones, consumers are now able to make better informed decisions based on context-specific information provided by their mobile phones. More precisely, smartphones allow the usage of mobile applications such as location-based services (LBS) that deliver contextual information (e.g., distance information) on consumers' physical surroundings (e.g., stores, shops or restaurants). In addition, LBS also enable companies to target consumers via mobile advertising depending on their devices' location. Three purchase-related aspects that might be affected by the increasing exposure to contextual information related to LBS are: (1) how consumers learn about products or services, (2) how they search for products or services and (3) how they purchase those products and services subsequently. This cumulative dissertation comprises three essays that aim to investigate all of these aspects with regard to location-based advertising. 128 pp. Englisch.…

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Bibliographic details

Title
Electronic Commerce & Digital Markets / Location-Based Advertising: Context and Consumer Behavior
Author
Dominik Molitor
Publisher
Epubli Dez 2015
Publication year
2015
Condition
Neu
Binding
Taschenbuch
Language
English
ISBN 10
3737523843
ISBN 13
9783737523844
Item weight
174 grams
Dimensions
210x148x7 mm

BuchWeltWeit Ludwig Meier e.K.

Bergisch Gladbach, Germany

5-star seller

AbeBooks seller since January 11, 2012

Shipping rates from Germany to U.S.A.

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BuchWeltWeit Ludwig Meier e.K.

Germany