How Mobile In-Store Advertising Influences Purchase Intention: Value Drivers and Mediating Effects from a Consumer Perspective
Abstract
Mobile in-store advertising is becoming increasingly important, as it offers new options for retailers to communicate with customers at the point of sale. This study investigates how mobile in-store advertising should be designed in order to be most effective. The authors identify three value drivers (price promotion, location, and personalization) and examine their effect on customers’ purchase intention. The influence of the three value...
Paper Details
Title
How Mobile In-Store Advertising Influences Purchase Intention: Value Drivers and Mediating Effects from a Consumer Perspective
Published Date
Feb 1, 2017
Journal
Volume
34
Issue
2
Pages
157 - 174
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