Content is King? The Effectiveness of Message Content, Personalization, and Location in Mobile In-Store Advertising

Schrage, RabeaHubert, MarcoLinzmajer, Marc2019-01-022019-01-022019-01-08978-0-9981331-2-6http://hdl.handle.net/10125/5957810 pagesengAttribution-NonCommercial-NoDerivatives 4.0 InternationalDigital Mobile Services for Everyday LifeDecision Analytics, Mobile Services, and Service ScienceCLT, Mobile In-Store Advertising, Mobile Couponing, RetailingContent is King? The Effectiveness of Message Content, Personalization, and Location in Mobile In-Store AdvertisingConference Paper10.24251/HICSS.2019.167