Browsing by Author "Klein, Müge"
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An empirical cross-country study on consumers’ attitude towards augmented reality advertising
The use of AR technology for advertising is becoming more and more popular. For the efficacy of AR ad campaigns, consumers' attitudes towards AR ads are decisive. One of the major elements that determines consumers’ attitudes ... -
İşletmelerin dijital dönüşüm senaryoları - kavramsal bir model önerisi
Klein, Müge (2020)Son yıllarda, büyük veri, sensörler, bulut bilişim, sosyal medya vs. gibi dijital teknolojilerin mümkün kıldıkları ile gündeme gelen dijital dönüşüm, tüm dünya ekonomisini ve bunun içinde yer alan işletmeleri yakından ... -
Leadership characteristics in the era of digital transformation
Klein, Müge (2020)Digital transformation provoked by Industry 4.0 should not be just seen as a technological issue, it causes also fundamental changes in processes and in organizations of companies. Notably a new understanding of leadership ...
