| Popis: |
Mobile devices possess the ability to enable consumers to use and interact with in-store based technology (Grewal et al. 2016). Despite the increasing interest in this topic, relevant both for academics and practitioners, to date, only few studies have focused on mobile in-store advertising and its effects on consumers’ decisions (Bues et al. 2017; Hui et al. 2013). Yet, closer insights are needed in order to address the literature gap regarding the drivers affecting in-store mobile advertising effectiveness. |
