THE INFLUENCE OF RESOURCE SCARCITY ON THE EFFECTS OF MOBILE IN-STORE PROMOTIONS
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2021-06-30
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en
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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.
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Faculteit der Managementwetenschappen