Phd Canditate :

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Supervisor :

Leon Gavalas

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Assoc. Professor K. Pramatari

PhD Thesis Abstract

The planning and execution of mobile-based marketing activities influence shopper along and beyond the path-to-purchase, while new key technologies, such as IoT, provide the ability to track shoppers’ in-store behavior. In this context aim of this PhD thesis is to examine and evaluate how IoT enabled consumer services and the use of unexpected in-store coupons increase the number and value of unplanned purchases.