理解基于位置的移动营销中的中介以及为什么通勤中心如此有效——一个随机现场实验的中介分析

IF 0.4 4区 经济学 Q4 COMMUNICATION JOURNAL OF MEDIA ECONOMICS Pub Date : 2022-01-02 DOI:10.1080/08997764.2022.2049280
Patrick Felka, Cristina A. Mihale-Wilson, O. Hinz
{"title":"理解基于位置的移动营销中的中介以及为什么通勤中心如此有效——一个随机现场实验的中介分析","authors":"Patrick Felka, Cristina A. Mihale-Wilson, O. Hinz","doi":"10.1080/08997764.2022.2049280","DOIUrl":null,"url":null,"abstract":"ABSTRACT Due to its inexpensiveness, speed of implementation and adaptation, push location-based mobile advertising (LBMA) can constitute a powerful, cost-effective marketing tool. Thus, in theory, LBMA bears considerable potential for conducting effective marketing campaigns. However, in reality, to tap into this potential, practitioners, and academics must first understand how targeting strategies, and in particular spatial targeting – determine LBMA’s success rates. While the role of location for the effectiveness of LBMA is well understood, the underlying mechanisms through which location can influence LBMA redemption rates remain widely unexplored. Based on a field experiment with same-day LBMA coupons, this study extends the existing research and shows that location determines LBMA redemption rates via a cognitive and affective component of consumers’ ad perception. Further, this study shows that surprisingly, and contrary to the prevailing mantra that location congruency yields the best LBMA redemption rates, commuting hubs are an appealing alternative to location congruent LBMA.","PeriodicalId":29945,"journal":{"name":"JOURNAL OF MEDIA ECONOMICS","volume":"34 1","pages":"1 - 28"},"PeriodicalIF":0.4000,"publicationDate":"2022-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Understanding mediators in location-based mobile marketing and why commuting hubs are so effective—a mediation analysis of a randomized field experiment\",\"authors\":\"Patrick Felka, Cristina A. Mihale-Wilson, O. Hinz\",\"doi\":\"10.1080/08997764.2022.2049280\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"ABSTRACT Due to its inexpensiveness, speed of implementation and adaptation, push location-based mobile advertising (LBMA) can constitute a powerful, cost-effective marketing tool. Thus, in theory, LBMA bears considerable potential for conducting effective marketing campaigns. However, in reality, to tap into this potential, practitioners, and academics must first understand how targeting strategies, and in particular spatial targeting – determine LBMA’s success rates. While the role of location for the effectiveness of LBMA is well understood, the underlying mechanisms through which location can influence LBMA redemption rates remain widely unexplored. Based on a field experiment with same-day LBMA coupons, this study extends the existing research and shows that location determines LBMA redemption rates via a cognitive and affective component of consumers’ ad perception. Further, this study shows that surprisingly, and contrary to the prevailing mantra that location congruency yields the best LBMA redemption rates, commuting hubs are an appealing alternative to location congruent LBMA.\",\"PeriodicalId\":29945,\"journal\":{\"name\":\"JOURNAL OF MEDIA ECONOMICS\",\"volume\":\"34 1\",\"pages\":\"1 - 28\"},\"PeriodicalIF\":0.4000,\"publicationDate\":\"2022-01-02\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"JOURNAL OF MEDIA ECONOMICS\",\"FirstCategoryId\":\"96\",\"ListUrlMain\":\"https://doi.org/10.1080/08997764.2022.2049280\",\"RegionNum\":4,\"RegionCategory\":\"经济学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q4\",\"JCRName\":\"COMMUNICATION\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"JOURNAL OF MEDIA ECONOMICS","FirstCategoryId":"96","ListUrlMain":"https://doi.org/10.1080/08997764.2022.2049280","RegionNum":4,"RegionCategory":"经济学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"COMMUNICATION","Score":null,"Total":0}
引用次数: 0

摘要

基于位置的移动推送广告(LBMA)具有成本低廉、实施速度快、适应性强等特点,是一种功能强大、性价比高的营销手段。因此,从理论上讲,LBMA在开展有效的营销活动方面具有相当大的潜力。然而,在现实中,为了挖掘这一潜力,从业者和学者必须首先了解定位策略,特别是空间定位,如何决定LBMA的成功率。虽然位置对LBMA有效性的作用已被充分理解,但位置影响LBMA赎回率的潜在机制仍未被广泛探索。本研究基于当日LBMA优惠券的实地实验,扩展了已有的研究,表明位置通过消费者广告感知的认知和情感成分决定LBMA兑换率。此外,这项研究令人惊讶地表明,与位置一致性产生最佳LBMA赎回率的流行说法相反,通勤中心是位置一致性LBMA的一个有吸引力的替代方案。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
Understanding mediators in location-based mobile marketing and why commuting hubs are so effective—a mediation analysis of a randomized field experiment
ABSTRACT Due to its inexpensiveness, speed of implementation and adaptation, push location-based mobile advertising (LBMA) can constitute a powerful, cost-effective marketing tool. Thus, in theory, LBMA bears considerable potential for conducting effective marketing campaigns. However, in reality, to tap into this potential, practitioners, and academics must first understand how targeting strategies, and in particular spatial targeting – determine LBMA’s success rates. While the role of location for the effectiveness of LBMA is well understood, the underlying mechanisms through which location can influence LBMA redemption rates remain widely unexplored. Based on a field experiment with same-day LBMA coupons, this study extends the existing research and shows that location determines LBMA redemption rates via a cognitive and affective component of consumers’ ad perception. Further, this study shows that surprisingly, and contrary to the prevailing mantra that location congruency yields the best LBMA redemption rates, commuting hubs are an appealing alternative to location congruent LBMA.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
相关文献
二甲双胍通过HDAC6和FoxO3a转录调控肌肉生长抑制素诱导肌肉萎缩
IF 8.9 1区 医学Journal of Cachexia, Sarcopenia and MusclePub Date : 2021-11-02 DOI: 10.1002/jcsm.12833
Min Ju Kang, Ji Wook Moon, Jung Ok Lee, Ji Hae Kim, Eun Jeong Jung, Su Jin Kim, Joo Yeon Oh, Sang Woo Wu, Pu Reum Lee, Sun Hwa Park, Hyeon Soo Kim
具有疾病敏感单倍型的非亲属供体脐带血移植后的1型糖尿病
IF 3.2 3区 医学Journal of Diabetes InvestigationPub Date : 2022-11-02 DOI: 10.1111/jdi.13939
Kensuke Matsumoto, Taisuke Matsuyama, Ritsu Sumiyoshi, Matsuo Takuji, Tadashi Yamamoto, Ryosuke Shirasaki, Haruko Tashiro
封面:蛋白质组学分析确定IRSp53和fastin是PRV输出和直接细胞-细胞传播的关键
IF 3.4 4区 生物学ProteomicsPub Date : 2019-12-02 DOI: 10.1002/pmic.201970201
Fei-Long Yu, Huan Miao, Jinjin Xia, Fan Jia, Huadong Wang, Fuqiang Xu, Lin Guo
来源期刊
CiteScore
0.40
自引率
0.00%
发文量
9
期刊介绍: The Journal of Media Economics publishes original research on the economics and policy of mediated communication, focusing on firms, markets, and institutions. Reflecting the increasing diversity of analytical approaches employed in economics and recognizing that policies promoting social and political objectives may have significant economic impacts on media, the Journal encourages submissions reflecting the insights of diverse disciplinary perspectives and research methodologies, both empirical and theoretical.
期刊最新文献
Newly subscribed! Effects of e-mail newsletters on news-reading habit and subscriber retention during onboarding: evidence from clickstream and subscription data The show must go on(line): the impact of content and system quality on the usage of television streaming content libraries Applying option thinking to value experiential marketing content Influencer transgressions: The impacts on endorser and brand Content-, system-, and hardware-related effects on the experience of flow in VR gaming
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1