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Konsumentenverhalten gegenüber Mobile Marketing: Akzeptanz und Reaktanz

Konsumentenverhalten gegenüber Mobile Marketing: Akzeptanz und Reaktanz

          
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About the Book

Mit der fortschreitenden Penetration von Personal Computern und Internetanschlüssen hat sich parallel das Online Marketing etabliert. Es gehört schon heute, nach erst etwa zehnjährigem Bestehen, zu einem der profitabelsten Werbemärkte mit kontinuierlichem Wachstum. Auch die Nutzung des Internets auf mobilen Endgeräten erfreut sich immer größerer Beliebtheit, analog steigt auch die Zahl von Mobile-Marketing-Maßnahmen. Zwar ist für den Einsatz von Mobile Marketing die Nutzung des mobilen Internets nicht zwingend notwendig, doch gerade diese Option ermöglicht eine Vielfalt von Mobile-Marketing-Konzepten. Daher wird mit der weiteren Verbreitung von multimedia- und internetfähigen mobilen Endgeräten, mit der wachsenden Zahl mobiler Informations- und Kommunikationsdienstleistungen und mit sinkenden Datentransferpreisen ein starkes Wachstum im Mobile-Marketing-Markt für die nächsten Jahre erwartet. Erfolgreiche Online-Marketing-Konzepte, beispielsweise großflächige Banner, lassen sich aber aufgrund der kleineren Displaygröße der Endgeräte nicht ohne Weiteres auf das mobile Medium übertragen. Generell müssen Mobile-Marketing-Kampagnen neu gestaltet werden, da es bestimmte Eigenschaften und Besonderheiten bei den mobilen Endgeräten und ihren Nutzern gibt, die berücksichtigt werden müssen. Dies sind zum einen technische und funktionale Besonderheiten, zum anderen nutzungs- und verhaltensspezifische Eigenschaften. Es stellt sich daher die Frage, inwieweit diese neuen Marketing-Maßnahmen auf mobilen Endgeräten von den Konsumenten akzeptiert werden. Ziel dieses Buches ist es, zum einen das Mobile Marketing in Bezug auf seine Potentiale, Einschränkungen und Konzepte zu analysieren und zum anderen zu untersuchen, inwieweit aus akzeptanz- und reaktanztheoretischen Erkenntnissen Potentiale und Risiken hergeleitet werden können. Die in diesem Zusammenhang formulierten Hypothesen werden sodann in einem weiteren Schritt anhand einer empirischen Online-Befragung evaluiert. Die Ergebniss
About the Author: Taner Kizilok, Diplom-Kaufmann, BWL-Studium an der Technischen Universität Berlin. Ehemals tätig als Produktmanager im Bereich Mobile Location Based Social Networking bei der Qiro GmbH, einem Spin-Off der Deutsche Telekom AG Laboratories. Derzeit als Projektmanager für die mobileo AG tätig, welche standort- und zeitbezogene Informationen zu Diensten, Technologien und Geschäftsmodellen für das mobile Internet einer neuen Generation verbindet.


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Product Details
  • ISBN-13: 9783836673181
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 149 gr
  • ISBN-10: 3836673185
  • Publisher Date: 12 Mar 2009
  • Height: 254 mm
  • No of Pages: 76
  • Series Title: German
  • Sub Title: Akzeptanz und Reaktanz
  • Width: 178 mm


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Konsumentenverhalten gegenüber Mobile Marketing: Akzeptanz und Reaktanz
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