التفاصيل البيبلوغرافية
| العنوان: |
EXPLORING THE ROLE OF OVERT VS. COVERT PERSONALIZATION STRATEGY IN PRIVACY CALCULUS. |
| المؤلفون: |
XU, HENG, ZHANG, CHENG, SHI, PAN, SONG, PEIJIAN |
| المصدر: |
Academy of Management Annual Meeting Proceedings; 2009, Vol. 2009 Issue 1, p1-6, 6p |
| مصطلحات موضوعية: |
TARGET marketing, NARROWCASTING, PRIVACY, GLOBAL Positioning System, CUSTOMIZATION, MARKET segmentation, MARKETING science |
| مستخلص: |
The article presents the results of research on location awareness marketing, using methods such as global positioning systems and cellular triangulation techniques. Trade-offs between privacy and marketing effectiveness are addressed. An overview of related previous studies is provided, along with details of the research protocol, which involved a scenario-based survey involving more than 500 university students. It was found that covert location awareness marketing involved greater privacy risk, but achieved higher levels of personalization. |
| قاعدة البيانات: |
Complementary Index |
