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Akzeptanz personalisierter Mobile Push und Email Benachrichtigungen zu werblichen Zwecken. Eine empirische Studie

Akzeptanz personalisierter Mobile Push und Email Benachrichtigungen zu werblichen Zwecken. Eine empirische Studie

          
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About the Book

Akademische Arbeit aus dem Jahr 2021 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Hochschule Fresenius München, Sprache: Deutsch, Abstract: Das Ziel dieser Arbeit ist es, auf Basis von Akzeptanzmodellen die Akzeptanz werblicher Push- und Email Kommunikation zu ermitteln. Das ermittelte Forschungsmodell soll hierbei als Basis für die quantitative Erhebung dienen. So soll festgestellt werden, welche Faktoren die Akzeptanz personalisierter werblicher Push- und Emailkommunikation beeinflussen. Hierfür wurden fünf Hypothesen gebildet, die in dieser Arbeit anhand einer empirischen Studie geprüft wurden. Digitalisierung hat dazu geführt, dass Unternehmen auf neuen Wegen mit ihren Endkunden in Kontakt treten können. Hierzu zählt durch die steigende Adoption mobiler Applikationen neben dem bereits seit einigen Jahrzehnten bestehenden Email Marketing das Marketing über Push- Benachrichtigungen. Da jedem Endkunden nur ein limitiertes Budget für Impulskäufe zur Verfügung steht, versuchen Marketer im Business-to-Consumer-Bereich, sowohl die ihnen zur Verfügung stehenden Marketinginstrumente, als auch die Inhalte der Marketingbotschaften für ihre Kunden so relevant wie möglich zu gestalten. Bereits bewiesen wurde, dass personalisierte Marketingbotschaften per Email oder Push Benachrichtigung kurzfristig zu höheren Umsätzen führt und dem Marketer einen höheren Anteil am Budget des Kunden sichert. Gerade im Hinblick auf die langfristigen Erfolgsaussichten personalisierter Email und Push Nachrichten in Bezug auf die Schaffung von Verkaufschancen ist es jedoch wichtig, auch die Akzeptanz der Nutzer, sowie die subjektiv vom Kunden zugeschriebene Bedeutung zu untersuchen. Aktuelle Studien zur Akzeptanz werblicher personalisierter Push- und Email Kommunikation in Deutschland liegen noch nicht vor.


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Product Details
  • ISBN-13: 9783346422590
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 30
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346422593
  • Publisher Date: 29 Apr 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 50 gr


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