Proceedings of the International Scientific and Practical Conference on Digital Economy (ISCDE 2019)

Application of NFC technology in proximity marketing

Authors
Lubica Gajanova, Jana Kliestikova, Margareta Nadanyiova
Corresponding Author
Lubica Gajanova
Available Online December 2019.
DOI
https://doi.org/10.2991/iscde-19.2019.85How to use a DOI?
Keywords
NFC, proximity marketing, marketing research
Abstract
New needs emerge for wireless communication with the growing proliferation of mobile devices. As mobile devices evolve from the means of making phone calls into an integral part of personal life, there is a need to ensure communication of these devices at a much more personal level. Proximity marketing is a tool for creating a personal relationship between a customer and a vendor at the time of a customer's physical purchase at the store through modern, personalized, timely and relevant communication. The main aim of this paper is to assess the perception of proximity marketing activities, namely using NFC technology and to identify areas of optimization of NFC technology in the proximity marketing activities for business practice in the Slovak Republic. To ensure the fulfilment of the goal of the contribution and the marketing research, we have set the main research assumption, which is as follows: The potential of using NFC technology in proximity marketing in the business practice of the Slovak Republic exists.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Cite this article

TY  - CONF
AU  - Lubica Gajanova
AU  - Jana Kliestikova
AU  - Margareta Nadanyiova
PY  - 2019/12
DA  - 2019/12
TI  - Application of NFC technology in proximity marketing
BT  - Proceedings of the International Scientific and Practical Conference on Digital Economy (ISCDE 2019)
PB  - Atlantis Press
SP  - 167
EP  - 170
SN  - 2352-5428
UR  - https://doi.org/10.2991/iscde-19.2019.85
DO  - https://doi.org/10.2991/iscde-19.2019.85
ID  - Gajanova2019/12
ER  -