The Influence of Location-Aware Mobile Marketing Messages on Consumers’ Buying Behavior

Andrea Gröppel-Klein and Philipp Broeckelmann
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Andrea Gröppel-Klein: Saarland University
Philipp Broeckelmann: Saarland University

Chapter 6 in Quantitative Marketing and Marketing Management, 2012, pp 353-377 from Springer

Abstract: Abstract This study reports the findings of two experiments involving location-aware mobile marketing messages (LA-MMM). It is intended to test whether real behavioral effects can be elicited through LA-MMM received at the point of sale. In the first experiment, participants received a LA-MMM while passing the store to which the message was related; in the second experiment, they received a LA-MMM while shopping in the store itself. The messages were of different types, containing a discount coupon, drawing attention to special offers or advertising specific brands of milk and chocolate. The findings suggest that LA-MMM have only a limited influence on consumers’ approach behavior towards stores, store choice and buying behavior. LA-MMM are thus not nearly as influential on consumers as it has often been suggested. LA-MMM are by no means an effective way to increase sales of a particular brand in the short term and should only be used in conjunction with other marketing tools and promotions.

Keywords: Mobile Marketing; Location-Aware Marketing Messages; Buying Behavior; Shopper Research (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-8349-3722-3_17

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DOI: 10.1007/978-3-8349-3722-3_17

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