Mobile Promotions: A Framework and Research Priorities

Michelle Andrews, Jody Goehring, Sam Hui, Joseph Pancras and Lance Thornswood

Journal of Interactive Marketing, 2016, vol. 34, issue C, 15-24

Abstract: This work bridges theory and practice on mobile promotions and proposes a research agenda. We do so by first defining mobile promotions and distinguishing them from mobile advertising. We then develop a framework for various stakeholders in the mobile promotion ecosystem. Finally, we advance research questions concerning each stakeholder and view these questions through the lens of several overarching themes that surround mobile promotions, such as the privacy–value tradeoff, return on investment, spatiotemporal targeting, inter-media substitution, and channel and consumer power.

Keywords: Mobile promotions; Mobile targeting; Mobile marketing; Digital coupons; New technology (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (36)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:34:y:2016:i:c:p:15-24

DOI: 10.1016/j.intmar.2016.03.004

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