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

Rabea Schrage, Marco Hubert, Marc Linzmajer. Content is King? The Effectiveness of Message Content, Personalization, and Location in Mobile In-Store Advertising. In Tung Bui, editor, 52nd Hawaii International Conference on System Sciences, HICSS 2019, Grand Wailea, Maui, Hawaii, USA, January 8-11, 2019. pages 1-10, ScholarSpace / AIS Electronic Library (AISeL), 2019. [doi]

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Rabea Schrage

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Marco Hubert

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Marc Linzmajer

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