Mobile Promotions: A Framework and Research Priorities

Andrews, Michelle; Goehring, Jody; Hui, Sam K.; Pancras, Joseph; Thornswood, Lance

doi:10.1016/j.intmar.2016.03.004

Cited by 122 publications

(90 citation statements)

References 19 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Consequently, the current paper responds to calls for research in this area (Neslin et al, 2006;Verhoef et al, 2007;Chiou et al, 2012;Andrews et al, 2016). In doing so, the current paper adopts the lens of service-dominant logic and more specifically value co-destruction to examine consumer showrooming.…”

Section: Consumer Showrooming: Value Co-destructionmentioning

confidence: 99%

Consumer showrooming: Value co-destruction

Daunt

Harris

2017

Journal of Retailing and Consumer Services

111

View full text Add to dashboard Cite

Purpose This research employs value co-destruction as a theoretical lens to investigate the antecedents of consumer showrooming behavior. Drawing on relevant literature, a research model specifying showrooming dynamics from the consumer's perspective is conceptualized and empirically tested. Methodology Utilizing survey data from 275 consumers, structural equation modelling is employed to assess a research model including thirteen hypotheses. Findings The study findings reveal that showrooming behavior is complex and comprises differing degrees of accumulative value co-destruction and value co-creation behavior across online and offline channels. Specifically, consumer characteristics, channel characteristics and product characteristics are shown to be associated with in-store value taking and online value co-destruction and co-creation. Originality and Value Scholarly insights into the antecedents of consumer showrooming are rare. In responding to calls for research, this paper represents the first empirical investigation of consumer showrooming behavior utilizing the lens of value co-destruction. The study adds to academic understanding of the showrooming phenomena and demonstrates that co-destructive and co-creative behaviors can occur in a simultaneous, concurrent and iterative fashion. Focusing on practice, the findings reveal opportunities for experience-led shopping environments.

show abstract

Section: Consumer Showrooming: Value Co-destructionmentioning

confidence: 99%

Consumer showrooming: Value co-destruction

Daunt

Harris

2017

Journal of Retailing and Consumer Services

111

View full text Add to dashboard Cite

show abstract

“…Time, a temporal dimension, and location, a spatial dimension, have been identified as critically important factors in successful MLBA campaigns (Wang et al, 2016) and messages with an appropriate context have a greater positive impact upon the consumer (Hühn et al, 2017;; Lee, Kim, & Sundar, 2015). In addition, this temporal dimension helps to stimulate unplanned purchases since consumers are more likely to consider a mobile promotion that matches their situational context, such as for example connecting through the store logo to receive a discount (Andrews et al, 2016;; Wang et al, 2016).…”

Section: The Personalisation Benefitsmentioning

confidence: 99%

Using privacy calculus theory to explore entrepreneurial directions in mobile location-based advertising: Identifying intrusiveness as the critical risk factor

Gutiérrez

O’Leary

Rana

et al. 2019

Computers in Human Behavior

159

104

View full text Add to dashboard Cite

O'Leary, S.; Rana, Nripendra P.; Dwivedi, Y.K.; Calle, T. CitationGutierrez A, O'Leary S, Rana NP et al (2019) Using privacy calculus theory to explore entrepreneurial directions in mobile location-based advertising: Identifying intrusiveness as the critical risk factor. Computers in Human Behavior. 95: 295-306. Rights AbstractLocation-based advertising is an entrepreneurial and innovative means for advertisers to reach out through personalised messages sent directly to mobile phones using their geographic location. The mobile phone users' willingness to disclose their location and other personal information is essential for the successful implementation of mobile location-based advertising (MLBA). Despite the potential enhancement of the user experience through such personalisation and the improved interaction with the marketer, there is an increasing tension between that personalisation and mobile users' concerns about privacy. While the privacy calculus theory (PCT) suggests that consumers make privacy-based decisions by evaluating the benefits any information may bring against the risk of its disclosure, this study examines the specific risks and benefits that influence consumers' acceptance of MLBA. A conceptual model is proposed based on the existing literature and a standardised survey was developed and targeted at individuals with known interests in the subject matter. From these requests, 252 valid responses were received and used to evaluate the key benefits and risks of MLBA from the users' perspectives. While the results confirmed the importance of internet privacy concerns (IPC) as an important determinant, they also indicate that monetary rewards and intrusiveness have a notably stronger impact on acceptance intentions towards MLBA.Intrusiveness is the most important risk factor in determining mobile users' intentions to accept MLBA and therefore establishing effective means of minimising the perceived intrusiveness of MLBA can be expected to have the greatest impact on achieving effective communications with mobile phone users.

show abstract

“…For example, channels such as e-mail, websites, mobile devices, and social media allow retailers to reach consumers through various formats without the limitations of time and location. Technologies such as location-based services installed in mobile phones allow retailers to use the exact locations where target consumers are to transmit coupons and advertisements to them in real time (Andrews et al, 2016;Verhoef et al, 2017). Retailers no longer rely solely on traditional channels (e.g., physical stores, catalogs) given the omnipresence of advanced channels.…”

Section: Introductionmentioning

confidence: 99%

Multichannel Retailing: A Review and Research Agenda

Lobschat

Verhoef

2018

FNT in Marketing

View full text Add to dashboard Cite

The emergence of multiple channels is reshaping consumers' purchase behavior and retailers' marketing styles. We synthesize existing research on multichannel retailing based on more than 150 articles published in peer-reviewed marketing journals, most after 2006. From this synthesis, we reveal conditions under which both consumers and retailers can benefit from a multichannel context. More specifically, we identify multichannel retailing as a winwin game contingent on market environments, retailer characteristics, channel attributes, product categories, social and situational factors, and customer heterogeneity. Last, we highlight multiple directions for future research.

show abstract

Mobile Promotions: A Framework and Research Priorities

Cited by 122 publications

References 19 publications

Consumer showrooming: Value co-destruction

Consumer showrooming: Value co-destruction

Using privacy calculus theory to explore entrepreneurial directions in mobile location-based advertising: Identifying intrusiveness as the critical risk factor

Multichannel Retailing: A Review and Research Agenda

Contact Info

Product

Resources

About