Mobile Advertising and Traffic Conversion: The Effects of Front Traffic and Spatial Competition

Wang, Wei; Li, Gang; Fung, Richard Y. K.; Cheng, T.C.E.

doi:10.1016/j.intmar.2019.02.001

Cited by 13 publications

(14 citation statements)

References 44 publications

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“…They may be subject to legal restrictions; most European countries require advertisers to obtain prior customer consent (i.e., opt-in). Recent studies on interactive mobile advertising have examined: how smartphone advertising influences consumers' purchase intention [54]; traffic conversion in mobile geo-targeting [52]; and behaviour-based interactive advertising when preferences for two products are correlated [53]. The present study enriches the literature by assessing the impact of an important interactive form of mobile behavioural advertising, that is, mobile advertising alerts, on perceived value.…”

Section: Targeted Mobile Advertisingmentioning

confidence: 90%

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The Effects of Mobile Advertising Alerts and Perceived Value on Continuance Intention for Branded Mobile Apps

2020

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This paper examines consumers’ behaviours towards mobile advertising alerts offered by branded mobile apps in the fashion industry. While consumer-driven factors have attracted much attention, little research has examined the impact of data-driven mobile advertising alerts on consumer continuance intention for branded mobile apps. This paper analyses the combined influence of consumer beliefs, data-driven mobile advertising alerts, and perceived value on mobile advertising acceptance, intention to repurchase, and recommendation behaviour towards branded mobile apps on social media. In total, 340 valid responses from Spanish customers of an online fashion outlet, all social media users, who make their purchases from the company exclusively through its branded mobile application, were analysed to test the hypotheses, using structural equation modelling. The results showed that mobile advertising acceptance, intention to repurchase, and recommendation behaviour are driven by the perceived value of the branded mobile app. Perceived value is determined by the usefulness of the branded mobile app, attitudes towards mobile advertising alerts, and irritation. Mobile advertising content (informativeness and credibility) improves attitudes towards mobile advertising alerts. Ease of use increases perceived usefulness, while perceived control decreases irritation. Managerial implications are provided.

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Section: Targeted Mobile Advertisingmentioning

confidence: 90%

“…A large body of literature has examined retailers' interactive mobile advertising strategies [51][52][53]. Mobile advertising messages can be delivered by push or pull methods.…”

Section: Targeted Mobile Advertisingmentioning

confidence: 99%

The Effects of Mobile Advertising Alerts and Perceived Value on Continuance Intention for Branded Mobile Apps

2020

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“…In a classic economic analysis setting, a consumer's purchasing decision is based on his/her utility from a product, which is affected by exogenous and endogenous factors or variables. Specifically, in line with advertising practice and the conventional advertising economics models such as Grossman and Shapiro [17], Soberman [18], Brahim et al [31], and Wang et al [32], we regard product price as the endogenous (decision) variable. In addition, we introduce two critical exogenous variables (parameters) in the consumer utility function, i.e., product base value and consumer travel cost.…”

Section: Factors That Affect Consumers' Purchasing Decisions In Advertising Contextmentioning

confidence: 99%

“…Butters [50] presented a seminal economic model of informative advertising. Afterwards, many studies extended Butters' model by incorporating consumer heterogeneity and other factors under a Hotelling setting, e.g., Grossman and Shapiro [17], Soberman [18], Hamilton [19], Karray [51], Brahim et al [31], Zhang et al [52], Ghosh et al [53], Wang et al [32], and Li et al [54]. Particularly, a core decision variable considered by the above research is advertising coverage rate (or intensity).…”

Section: Analytical Models Of Informative Advertisingmentioning

confidence: 99%

A Theoretical Analysis of the Pricing and Advertising Strategies with Lévy-Walking Consumers

Wang

2021

JTAER

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The pervasive adoption of mobile devices and proximity technologies enables firms to trace consumers’ trajectories and locations. This connects firms’ marketing and operations strategies more tightly with consumer mobility. In this paper, we propose a novel analytical model to examine the economic effects of consumer mobility on pricing and advertising strategies by incorporating consumers’ Lévy-walking behavior into advertising economics models. We ascertain the convergent effect of consumer mobility, i.e., consumers’ convergence to a firm leads to higher product price and advertising level. Meanwhile, it improves social welfare by increasing firm profit and consumer surplus. More interestingly, we find that consumers’ average movement distance (AMD) has opposing influences in pricing and advertising strategies. Specifically, longer AMD strengthens the convergent effect on advertising strategy but weakens that on pricing strategy. Finally, we also conduct a numerical analysis to uncover the impacts of the presence of proximity technologies on advertising outcomes. The results of this paper provide advisable guidance to firms on how to craft and adjust pricing and advertising strategies in accordance to consumer mobility. Moreover, the results present insights on welfare implications of informative advertising from the perspective of consumer mobility.

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“…Pemasaran mobile bisa dilakukan melalui saluran pesan seperti SMS, MMS, Wifi atau Bluetooth, USSD, pesan instan (whatsapp, line, wechat dan sebagainya), QR Codes, pesan voicemail otomatis dan teknologi suara. Kemudian pemasaran mobile juga bisa dilakukan melalui aplikasi seperti aplikasi ecommerce (Noort and Eva 2019;Liu et al 2019), games (Hofacker et al 2016;Zhaoa and Damien 2018;Wang et al 2019), augmented reality dan sebagainya.…”

Section: Pemasaran Mobileunclassified

Pemasaran Digital Dalam Kewirausahaan

Hendarsyah

2020

Iqtishaduna

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This paper aims to discuss the concepts and new ideas, opportunities and challenges of digital marketing in entrepreneurship. After discussion, it was found that digital marketing has a very close relationship with entrepreneurship, where both items have the same target. Then digital marketing is part of entrepreneurial activities. Digital marketing has huge opportunities in the development of the business world from now until in the future where the target market has been transformed into a digital platform. While the challenges that must be faced by the business world when implementing digital marketing are readiness in terms of human resources and financial resources in supporting digital marketing activities.

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Mobile Advertising and Traffic Conversion: The Effects of Front Traffic and Spatial Competition

Cited by 13 publications

References 44 publications

The Effects of Mobile Advertising Alerts and Perceived Value on Continuance Intention for Branded Mobile Apps

The Effects of Mobile Advertising Alerts and Perceived Value on Continuance Intention for Branded Mobile Apps

A Theoretical Analysis of the Pricing and Advertising Strategies with Lévy-Walking Consumers

Pemasaran Digital Dalam Kewirausahaan

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