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1. 1. Personaliserad mobilkupong? Ja, tack! Effekten av kontext och personalisering på mobilkupongers effektivitet

   C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :Nives Vucetic; Ninni Rydstedt; [2017]
   Nyckelord :Mobile Marketing; Mobile Coupons; Location-Based Targeting; Personalization; Effective Mobile Couponing;

   Sammanfattning : With regard to a new digitalisation era as well as shifting behaviour of consumers and retailers that attempt to adapt to new business environments, the purpose of this study is to examine the impact of context and personalisation on the consumers' intention to use a mobile coupon in the retailer's' physical store. Our findings suggest that consumer's context, in the form of geographical distance between the consumer and the use of a mobile coupon, does not affect consumer's intentions to use a coupon. LÄS MER