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Scriptiegegevens

Titel:
THE INFLUENCE OF RESOURCE SCARCITY ON THE EFFECTS OF MOBILE IN-STORE PROMOTIONS
Auteur(s):
Wyers, Liset
Taal:
en
Abstract:
This study researched the effect of mobile in-store promotions via Beacons on the attractiveness of promotions and on the purchase intention of consumers. Moreover, it researched how this effect of mobile in-store promotions was influenced by financial scarcity. Furthermore, it researched which type of promotion was influencing the attractiveness of promotions and purchase intention of consumers most.

Opleidingsgegevens

Scriptie:
Master
Jaar:
2021-06-30
Begeleider(s):
Antonides, G.
Faculteit:
Faculteit der Managementwetenschappen
Specialisatie:
Marketing

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