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Author
Decker, Alexander (3)
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Year of publication
2017 (3)
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Document type
Conference Proceeding
(3)
Language
English
(3)
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(3)
Keywords
Attitude toward the Ad
(1)
Attitudinal and behavioural a cceptance
(1)
Content congruence
(1)
Design congruence
(1)
Ease of use
(1)
Location based mobile couponing
(1)
Native advertising
(1)
Perceived usefulness
(1)
Privacy risks
(1)
Publisher credibility
(1)
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Going Native: Choosing the Right Strategy as a Publisher
(2017)
Leister, Lukas
;
Schulten, Matthias B.
;
Decker, Alexander
Native Advertising: The Effect of Design and Content Congruence on Attitude toward the Ad and Publisher Credibility
(2017)
Leister, Lukas
;
Schulten, Matthias B.
;
Decker, Alexander
Attitudinal and Behavioural Acceptance of Location Based Mobile Couponing (LBMC): The Role of Perceived Usefulness, Ease of Use, and Privacy Risks
(2017)
Schäfer, Fabian
;
Schulten, Matthias B.
;
Blitz, Patrick
;
Decker, Alexander
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