The Influence of Geolocated Mobile Coupons on Customer Behavior

Insaf Khelladi, Sylvaine Castellano (), Vincent Dutot (), J.-M. Lehu and R.C. Haeb
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Insaf Khelladi: ICD International Business School Paris
Sylvaine Castellano: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Vincent Dutot: IPAG Business School

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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. \textcopyright 2021, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited.

Keywords: Academic research; Behavioral intention; Business perspective; Coupon redemption; Customer behavior; Geolocation; Mobile advertising; Mobile marketing; Potential customers; Privacy; Retail stores; Sales; Smartphones; Social evolution; Theory of Planned Behavior (search for similar items in EconPapers)
Date: 2021
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Published in International Journal of Technology and Human Interaction, 2021, 17 (2), pp.23--39. ⟨10.4018/IJTHI.2021040102⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04292612

DOI: 10.4018/IJTHI.2021040102

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