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Marketing mobile e annunci personalizzati by Francisco Demontiez Dias Junior

Marketing mobile e annunci personalizzati

by Francisco Demontiez Dias Junior , Elmano Pontes Cavalcanti
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Book cover type: Paperback
  • ISBN13: 9786208812973
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Edizioni Sapienza
  • Publisher Imprint: Edizioni Sapienza
  • Publication Date:
  • Pages: 76
  • Original Price: GBP 25.14
  • Language: Italian
  • Edition: N/A
  • Item Weight: 114 grams
  • BISAC Subject(s): General

I consumatori sono sempre pi� connessi grazie a vari tipi di nuove tecnologie dell'informazione e della comunicazione, la principale delle quali � lo smartphone. Questo, a sua volta, ha diverse funzionalit� che le aziende possono sfruttare come nuovo canale mediatico. Pertanto, utilizzare lo smartphone come canale di comunicazione con il cliente pu� rappresentare una grande opportunit�. Questo lavoro valuta in che misura i clienti sono disposti a ricevere pubblicit� personalizzata attraverso il loro smartphone quando sono vicini al luogo di acquisto. La ricerca � stata condotta utilizzando un campionamento di convenienza, ottenendo 142 intervistati. Per la raccolta dei dati � stato utilizzato un questionario elettronico. I risultati analizzati hanno mostrato che, affinch� ci sia un maggior grado di accordo sull'accettazione del marketing via smartphone, � necessario lavorare molto bene su alcune variabili come: l'autorizzazione preventiva, la personalizzazione degli annunci, la vicinanza al luogo di acquisto e la frequenza di invio dei messaggi. � stato inoltre osservato che l'accettazione del marketing via smartphone pu� generare un aumento del desiderio di acquisto da parte del consumatore.

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