The influence of m-marketing tools on consumer buying process: evidence from the dining sector

Abstract

PurposeThis paper explores the potential impact of mobile marketing tools on consumer buying behaviour within the context of dining. The aim is to examine the influence of mobile marketing tools through their different functions on the stages of the consumer buying process. The study addresses a lack of relevant research with evidence from both customer and supplier perspectives.Design/methodology/approachThe mobile tools that are found useful for dining were considered in this study. Qualitative interviews with marketers and consumer opinion leaders were conducted, given the limited extant research.FindingsThe results reveal that mobile marketing tools influence consumers' decision-making differently and their effect varies according to the customer type. Additionally, it shows that loyalty has a direct influence on mobile marketing effectiveness, as the decision-making process of loyal customers is more affected by mobile marketing tools than the non-loyal customers.Research limitations/implicationsThe limitations are mainly based on the qualitative nature of this study and are relevant to the research context. Further research could examine these findings in different service and geographical contexts.Practical implicationsMarketing activity through the smartphone should focus on loyal customers and opinion leaders with the use of appropriate mobile tools.Originality/valueThe study provides empirical evidence on the variable influence of mobile marketing tools on consumer decision-making and develops a conceptual framework. It is also found that loyalty is an important factor that positively affects smartphone tools adoption.

From Clicks to Bricks: Effects of Mobile Location-Based Marketing on Retail Stores Visits

“…It is related to previous literature on the interaction between online and offline channels (HUI et al, 2013, PANTANO & PRIPORAS, 2016, BAKOPOULOS et al, 2017, LESSCHER et al, 2019. It also relies on the theories of Location-based Mobile Targeting (HUI et al, 2013, LUO et al, 2014, MOLITOR et al, 2016, GHOSE et al, 2019, PATSIOTIS, 2020, as well as device-specific promotions and behavioral targeting to develop the study hypotheses. .…”

“…Some of these studies suggest factors that enhance mobile shopping adoption (SHANKAR et al, 2010;ZHANG & MAO, 2008), either having a positive effect or working as key mediating mechanisms, whereas others are focused on factors that curtail such technology adoption, such as perceived risks and, most importantly, they present the mobile marketing effect on the customer decision-making process (BELLMAN et al, 2011;FONG et al, 2015). It should also be noted that customers' intrinsic characteristics might affect the mobile adoption intention (PATSIOTIS et al, 2020). In a quest for a more comprehensive framework in mobile shopping, recent studies added different factors to the seminal technology acceptance theories.…”

“…apps (PATSIOTIS et al, 2020(PATSIOTIS et al, , p.1040. Tang et al (2016) applied an innovative approach to the adoption of mobile purchases when analyzing this phenomenon from the perspective of channel migration using the push-pull-mooring (PPM) theory.…”

“…That drives us to wonder about message content. In Patsiotis et al(2020Patsiotis et al( , p.1044) qualitative research, 'content' appears to have a moderating effect regarding mobile advertising, as it affects the ways consumers perceive the message (informative, irritating, entertaining).…”

“…The growing complexity of the managerial context asks for approaches to create action-oriented knowledge (SINGH, 2015, p.132). The limited research on mobile-specific marketing tools (PATSIOTIS et al, 2020) suggest the use of qualitative methods of data collection, which is a suitable methodological approach to relatively new or less researched contexts.…”