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Location-based Advertising im Kontext von Big Data
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Claudius Warwitz zeigt, dass Privatsphre-Bedenken bei der Entscheidung, Location-based Advertising (LBA) zu nutzen, fr den Konsumenten kaum eine Rolle spielen. Dagegen tragen Brand Attachment und Markenvertrauen gegenber dem LBA-Anbieter und der beworbenen Marke entscheidend dazu bei, dass Konsumenten Location-based Advertising akzeptieren und nutzen. Als weitere wichtige Determinanten identifiziert der Autor Markenauthentizitt, Markenimage, sowie Ntzlichkeit, Unterhaltungswert, Einstellung und persnliche Relevanz. Im Zuge der Untersuchung wurden 1.237 Smartphone-Nutzer hinsichtlich ihres LBA-Nutzungsverhaltens zu 14 Marken befragt.
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