The Influence of Geolocated Mobile Coupons on Customer Behavior

Insaf Khelladi, Sylvaine Castellano, Vincent Dutot, Jean-Marc Lehu and Raphaela C. Haeb
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Insaf Khelladi: ICD Business School, France
Sylvaine Castellano: Metis Lab, EM Normandie Business School, France
Vincent Dutot: IPAG Business School, France
Jean-Marc Lehu: Paris School of Business, France
Raphaela C. Haeb: Procter & Gamble, Germany

International Journal of Technology and Human Interaction (IJTHI), 2021, vol. 17, issue 2, 23-39

Abstract: Despite the growing interest in mobile advertising targeting smartphones' users from a business perspective, academic research is still scarce regarding the implementation of mobile coupons and their redemption in retail stores, especially when integrating the location dimension. This study is addressing the needs for new insights about customers' attitudes, considering the technological and social evolution of the use of smartphones. This article explores how product and retail managers can offer mobile coupon opportunities to increase coupon redemption among potential customers using smartphones, and potentially concerned with privacy issues. Through the theory of planned behavior, this study finds that geolocation is a relevant variable in mobile advertising for a conversion rate optimization. The results suggest that geolocation has a positive impact on behavioral intention and increases the likelihood of coupon redemption.

Date: 2021
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