Location, Selection and Influence in Mobile Environments
Firms interact with their customers through both direct channels and indirect communications via social networks. The key to successful integrated marketing communications is the identification of the separate effects of these interactions. The recent rise of mobile marketing adds an additional layer of complexity, as the location and context in which customers receive promotions determine their responses. In this study, we use a unique dataset from a mobile platform that sends geo-located coupons to customers and allows them to recommend offerings to friends, to empirically investigate the effectiveness of location-based targeting in consumer’s multi-stage decision process, and to identify the selection effect and influence effect of friend recommendations. Our results show that geo-targeting is effective in reaching customers, and in generating conversions for shopping oriented locations. We also find significant effect of friend recommendations, which is mostly attributed to the selection effect. The selection and influence effects also depend on how selective a consumer is in making recommendations and how closely connected she is to her friends. These findings provide direct guidance to developing effective mobile targeting strategies.
主讲人简介：
Liye Ma现为美国马里兰大学史密斯商学院市场营销系副教授,卡内基梅隆大学泰伯商学院博士。他的研究兴趣包括Dynamic and Interactive Consumer Decisions, Internet/ Social Media Marketing, Mobile Marketing, Choice Models, Theory-Driven Econometric Models, Big Data, Machine Learning。在Management Science、Marketing Science、Journal of Marketing Research、Information Systems Research等TOP期刊上发表多篇论文，并担任Journal of Marketing Research的编委。
欢迎广大师生前来参加！
