Digitizing offline shopping behavior towards mobile marketing

Anindya Ghose, Beibei Li, Siyuan Liu

Research output: Contribution to conferencePaper

3 Scopus citations

Abstract

The proliferation of mobile technologies makes it possible for mobile advertisers to go beyond the realtime snapshot of the static location and contextual information about consumers. In this study, we propose a novel mobile advertising strategy that leverages full information on consumers' offline moving trajectories. To evaluate the effectiveness of this strategy, we design a large-scale randomized field experiment in a large shopping mall in Asia based on 83,370 unique user responses for two weeks in 2014. We found the new mobile trajectory-based advertising is significantly more effective for focal advertising store compared to several existing baselines. It is especially effective in attracting highincome consumers. Interestingly, it becomes less effective during the weekend. This indicates closely targeted mobile ads may constrict consumer focus and significantly reduce the impulsive purchase behavior. Our finding suggests marketers should carefully design mobile advertising strategy, depending on different business contexts.

Original languageEnglish (US)
StatePublished - Jan 1 2015
Event2015 International Conference on Information Systems: Exploring the Information Frontier, ICIS 2015 - Fort Worth, United States
Duration: Dec 13 2015Dec 16 2015

Other

Other2015 International Conference on Information Systems: Exploring the Information Frontier, ICIS 2015
CountryUnited States
CityFort Worth
Period12/13/1512/16/15

All Science Journal Classification (ASJC) codes

  • Computer Science Applications
  • Statistics, Probability and Uncertainty
  • Library and Information Sciences
  • Applied Mathematics

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    Ghose, A., Li, B., & Liu, S. (2015). Digitizing offline shopping behavior towards mobile marketing. Paper presented at 2015 International Conference on Information Systems: Exploring the Information Frontier, ICIS 2015, Fort Worth, United States.