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Akzeptanz von Beacons fr Location-based Advertising
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Buy Akzeptanz von Beacons fr Location-based Advertising for $36.00 at @ Link.springer.com when you apply the 10% OFF coupon at checkout.
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Marco Altpeter beschftigt sich mit neuen Technologien fr Location-based Services, wie bspw. (Bluetooth-)Beacons, und deren Einsatzmglichkeiten im Marketing. Da eine kundenindividuelle Ansprache per Smartphone die Akzeptanz der Kunden voraussetzt, identifiziert der Autor empirisch Determinanten der Akzeptanz neuer Technologien am Beispiel von Location-based Advertising aus Konsumentensicht und untersucht sie auf der Grundlage der Strukturgleichungsmodellanalyse.
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