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Within touching distances - customers' perceived closeness in mobile marketing
Barth, Madeline
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Kuester, Sabine
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Konya-Baumbach, Elisa
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URL:
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http://proceedings.emac-online.org/index.cfm?abstr...
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Dokumenttyp:
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Konferenzveröffentlichung
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Erscheinungsjahr:
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2020
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Buchtitel:
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49th EMAC Annual Conference 2020 : 26-29 May 2020, Corvinus University of Budapest, Hungary, [proceedings]
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Seitenbereich:
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Article 64082
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Veranstaltungstitel:
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49th EMAC Annual Conference 2020 (conference canceled)
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Veranstaltungsort:
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Budapest, Hungary
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Veranstaltungsdatum:
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canceled
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Ort der Veröffentlichung:
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Budapest
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Verlag:
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European Marketing Academy
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Sprache der Veröffentlichung:
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Englisch
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Einrichtung:
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Fakultät für Betriebswirtschaftslehre > Marketing & Innovation (Kuester 2005-)
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Fachgebiet:
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330 Wirtschaft
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Abstract:
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Despite initial insights regarding the effectiveness of mobile marketing, the
understanding of how companies can effectively communicate their mobile marketing
initiatives is still limited. Our research sheds light on how closeness-implying
nonverbal and verbal cues such as emoticons, linguistic markers, and personal
pronouns in mobile marketing notifications influence customers’ purchase intention. In
line with construal level theory, we explore the role of customers’ perceived closeness
as a potential mediator. Our results indicate that including closeness-implying
nonverbal and verbal cues in mobile marketing notifications significantly stimulates
customers’ purchase intention. Customers’ perceived closeness mediates this effect.
Interestingly, the positive effect of nonverbal and verbal cues is mitigated when
communicating mobile marketing notifications that are personalized based on
customers’ product preferences.
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Zusätzliche Informationen:
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Online-Ressource
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 | Dieser Eintrag ist Teil der Universitätsbibliographie. |
 Suche Autoren in
BASE:
Barth, Madeline
;
Kuester, Sabine
;
Konya-Baumbach, Elisa
Google Scholar:
Barth, Madeline
;
Kuester, Sabine
;
Konya-Baumbach, Elisa
ORCID:
Barth, Madeline, Kuester, Sabine  ORCID: https://orcid.org/0000-0003-0985-2288 and Konya-Baumbach, Elisa ORCID: https://orcid.org/0000-0002-7990-8542
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