Paper by Francesca Sotgiu just published in the Journal of the Academy of Marketing Science
The paper “Behaviorally Targeted Location-Based Mobile Marketing" by Director of Graduate Studies Business Data Science Francesca Sotgiu (Vrije Universiteit Amsterdam), Stefan F. Bernritter (King's College London, United Kingdom) and Paul E. Ketelaar (Radboud University) has been published online in the Journal of the Academy of Marketing Science.
Marketers increasingly use behavioral targeting in location-based mobile marketing (LBMM). However, highly personalized marketing messages like this may backfire by eliciting consumer reactance. We suggest that LBMM efficacy depends on its potential to minimize consumer reactance, which can be achieved by effectively combining location targeting (in-store vs. out-store), behavioral targeting (based on consumers’ product category involvement [PCI]), and the type of promotion offered (price vs. non-price promotion). Results of a field study, a virtual reality experiment, and two online experiments show that although in-store mobile ads are generally more effective in increasing sales than out-store mobile ads, this is only the case if consumers have low PCI with the advertised product category, because this decreases their reactance. To attract consumers to stores by out-store LBMM, we show that firms should offer price promotions to consumers with low PCI and non-price promotions to consumers with high PCI, because these combinations of location targeting, behavioral targeting, and type of promotion elicit the least reactance and therefore result in a higher probability to buy.
Stefan F. Bernritter, Paul E. Ketelaar and Francesca Sotgiu, “Behaviorally Targeted Location-Based Mobile Marketing”, Journal of the Academy of Marketing Science, Volume 49, Issue 4, pages 677–702 (2021), /article/10.1007/s11747-021-00784-0.