THE INFLUENCE OF RESOURCE SCARCITY ON THE EFFECTS OF MOBILE IN-STORE PROMOTIONS
Keywords
No Thumbnail Available
Authors
Issue Date
2021-06-30
Language
en
Journal Title
Journal ISSN
Volume Title
Publisher
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.
Description
Citation
Supervisor
Faculty
Faculteit der Managementwetenschappen