IDEAS home Printed from https://ideas.repec.org/a/inm/orisre/v36y2025i1p184-201.html

Mobile Push vs. Pull Targeting and Geo-Conquesting

Author

Listed:
  • Dominik Molitor

    (Gabelli School of Business, Fordham University, New York, New York 10023)

  • Martin Spann

    (LMU Munich School of Management, Ludwig-Maximilians-Universität München (LMU Munich), 80539 Munich, Germany)

  • Anindya Ghose

    (Leonard N. Stern School of Business, New York University, New York, New York 10012)

  • Philipp Reichhart

    (LMU Munich School of Management, Ludwig-Maximilians-Universität München (LMU Munich), 80539 Munich, Germany)

Abstract

This study examines the impact of different mobile content delivery mechanisms on consumers’ coupon redemption behavior. Firms have two distinct content delivery options when engaging with consumers’ mobile devices: mobile push and mobile pull . Mobile push delivers firm-initiated (ad) content directly to consumers, whereas mobile pull requires consumers to initiate requests for (ad) content. We hypothesize that mobile push delivery increases the likelihood of coupon redemption due to reduced app-specific search costs compared with mobile pull. We further examine how app-specific use experience and store density influence the heterogeneity of consumer responses. To test our hypotheses, we conducted a large-scale randomized field experiment in a geo-conquesting setting, targeting customers located around competitor retail stores with mobile coupons to drive them to stores of the focal retailer. Our results reveal that mobile push increases coupon redemption rates by 6.0%, with substantial heterogeneity based on app-specific use experience and store density. Notably, app-specific usage experience negatively moderates the effect of mobile push delivery on redemptions, likely because both usage experience and push notifications reduce app-specific search costs, thereby acting as substitutes for one another. In areas with higher store density, the positive effect of mobile push delivery on the redemption likelihood is greater, suggesting that push notifications can highlight the focal coupon among alternative store choices, thereby lowering consumer switching costs. These findings have important implications for retailers and brands in creating competitive mobile targeting campaigns that effectively leverage both mobile push and pull delivery mechanisms.

Suggested Citation

  • Dominik Molitor & Martin Spann & Anindya Ghose & Philipp Reichhart, 2025. "Mobile Push vs. Pull Targeting and Geo-Conquesting," Information Systems Research, INFORMS, vol. 36(1), pages 184-201, March.
    • Handle: RePEc:inm:orisre:v:36:y:2025:i:1:p:184-201
    DOI: 10.1287/isre.2021.0206
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1287/isre.2021.0206
    Download Restriction: no
    File URL: https://libkey.io/10.1287/isre.2021.0206?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Mantian (Mandy) Hu & Chu (Ivy) Dang & Pradeep K. Chintagunta, 2019. "Search and Learning at a Daily Deals Website," Marketing Science, INFORMS, vol. 38(4), pages 609-642, July.
    2. Stephan Seiler, 2013. "The impact of search costs on consumer behavior: A dynamic approach," Quantitative Marketing and Economics (QME), Springer, vol. 11(2), pages 155-203, June.
    3. Greg Shaffer & Z. John Zhang, 2000. "Pay to Switch or Pay to Stay: Preference‐Based Price Discrimination in Markets with Switching Costs," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 9(3), pages 397-424, June.
    4. Paul Klemperer, 1995. "Competition when Consumers have Switching Costs: An Overview with Applications to Industrial Organization, Macroeconomics, and International Trade," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 62(4), pages 515-539.
    5. Anindya Ghose & Avi Goldfarb & Sang Pil Han, 2013. "How Is the Mobile Internet Different? Search Costs and Local Activities," Information Systems Research, INFORMS, vol. 24(3), pages 613-631, September.
    6. Hui Li & Qiaowei Shen & Yakov Bart, 2018. "Local Market Characteristics and Online-to-Offline Commerce: An Empirical Analysis of Groupon," Management Science, INFORMS, vol. 64(4), pages 1860-1878, April.
    7. Zhou, Jidong, 2009. "Prominence and Consumer Search: The Case With Multiple Prominent Firms," MPRA Paper 12554, University Library of Munich, Germany.
    8. Yoonseock Son & Wonseok Oh & Sang Pil Han & Sungho Park, 2020. "When Loyalty Goes Mobile: Effects of Mobile Loyalty Apps on Purchase, Redemption, and Competition," Information Systems Research, INFORMS, vol. 31(3), pages 835-847, September.
    9. Hauser, John R & Wernerfelt, Birger, 1990. "An Evaluation Cost Model of Consideration Sets," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(4), pages 393-408, March.
    10. Ai, Chunrong & Norton, Edward C., 2003. "Interaction terms in logit and probit models," Economics Letters, Elsevier, vol. 80(1), pages 123-129, July.
    11. Soumya Ray & Sung S. Kim & James G. Morris, 2012. "Research Note ---Online Users' Switching Costs: Their Nature and Formation," Information Systems Research, INFORMS, vol. 23(1), pages 197-213, March.
    12. Mark Armstrong & Jidong Zhou, 2011. "Paying for Prominence," Economic Journal, Royal Economic Society, vol. 121(556), pages 368-395, November.
    13. Thomas Blake & Chris Nosko & Steven Tadelis, 2015. "Consumer Heterogeneity and Paid Search Effectiveness: A Large‐Scale Field Experiment," Econometrica, Econometric Society, vol. 83, pages 155-174, January.
    14. Edward C. Norton & Hua Wang & Chunrong Ai, 2004. "Computing interaction effects and standard errors in logit and probit models," Stata Journal, StataCorp LLC, vol. 4(2), pages 154-167, June.
    15. Mark Armstrong & John Vickers & Jidong Zhou, 2009. "Prominence and consumer search," RAND Journal of Economics, RAND Corporation, vol. 40(2), pages 209-233, June.
    16. Dickinger, Astrid & Kleijnen, Mirella, 2008. "Coupons going wireless: Determinants of consumer intentions to redeem mobile coupons," Journal of Interactive Marketing, Elsevier, vol. 22(3), pages 23-39.
    17. Chenxi Li & Xueming Luo & Cheng Zhang, 2017. "Sunny, Rainy, and Cloudy with a Chance of Mobile Promotion Effectiveness," Marketing Science, INFORMS, vol. 36(5), pages 762-779, September.
    18. Timothy J. Richards & Jura Liaukonytė, 2023. "Switching cost and store choice," American Journal of Agricultural Economics, John Wiley & Sons, vol. 105(1), pages 195-218, January.
    19. Jean-Pierre Dubé & Zheng Fang & Nathan Fong & Xueming Luo, 2017. "Competitive Price Targeting with Smartphone Coupons," Marketing Science, INFORMS, vol. 36(6), pages 944-975, November.
    20. Jason Kuruzovich & Siva Viswanathan & Ritu Agarwal & Sanjay Gosain & Scott Weitzman, 2008. "Marketspace or Marketplace? Online Information Search and Channel Outcomes in Auto Retailing," Information Systems Research, INFORMS, vol. 19(2), pages 182-201, June.
    21. Ackerberg, Daniel A, 2001. "Empirically Distinguishing Informative and Prestige Effects of Advertising," RAND Journal of Economics, The RAND Corporation, vol. 32(2), pages 316-333, Summer.
    22. Zheng Fang & Bin Gu & Xueming Luo & Yunjie Xu, 2015. "Contemporaneous and Delayed Sales Impact of Location-Based Mobile Promotions," Information Systems Research, INFORMS, vol. 26(3), pages 552-564, September.
    23. Nelson, Phillip, 1970. "Information and Consumer Behavior," Journal of Political Economy, University of Chicago Press, vol. 78(2), pages 311-329, March-Apr.
    24. Stephan Seiler, 2013. "The impact of search costs on consumer behavior: A dynamic approach," Quantitative Marketing and Economics (QME), Springer, vol. 11(2), pages 155-203, June.
    25. Yi-Jen (Ian) Ho & Sanjeev Dewan & Yi-Chun (Chad) Ho, 2020. "Distance and Local Competition in Mobile Geofencing," Information Systems Research, INFORMS, vol. 31(4), pages 1421-1442, December.
    26. Alba, Joseph W & Hutchinson, J Wesley, 1987. "Dimensions of Consumer Expertise," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 411-454, March.
    27. Paul Mills & César Zamudio, 2018. "Scanning for discounts: examining the redemption of competing mobile coupons," Journal of the Academy of Marketing Science, Springer, vol. 46(5), pages 964-982, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Norsiah Ahmad & Nadhrathul Ain Ibrahim & Shahira Ariffin & Intan Syafinaz Mat Syafie & Nur Shahrulliza Muhammad & Zarith Delaila Abd Aziz, 2025. "From Shelves to Screens: Conceptualizing Phygital Retailing in Supermarkets through the S-O-R Framework," Information Management and Business Review, AMH International, vol. 17(3), pages 196-207.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Huang, Rui & Huang, Minxue & Zhao, Jing & Liu, Yuan, 2024. "Absence makes the heart grow fonder: The interactive effect of crowding information and spatial distance on consumers’ patronage intention," Journal of Business Research, Elsevier, vol. 176(C).
    2. Jan Krämer, & Daniel Schnurr,, 2018. "Is there a need for platform neutrality regulation in the EU?," Telecommunications Policy, Elsevier, vol. 42(7), pages 514-529.
    3. Hana Choi & Carl F. Mela, 2019. "Monetizing Online Marketplaces," Marketing Science, INFORMS, vol. 38(6), pages 948-972, November.
    4. Stefan F. Bernritter & Paul E. Ketelaar & Francesca Sotgiu, 2021. "Behaviorally targeted location-based mobile marketing," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 677-702, July.
    5. Raluca Mihaela Ursu & Andrey Simonov & Eunkyung An, 2025. "Online Advertising as Passive Search," Management Science, INFORMS, vol. 71(2), pages 1050-1073, February.
    6. Bies, Suzanne M.T.A. & Bronnenberg, Bart J. & Gijsbrechts, Els, 2021. "How push messaging impacts consumer spending and reward redemption in store-loyalty programs," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 877-899.
    7. Bies, Suzanne, 2022. "Examining the effectiveness of activation techniques on consumer behavior in temporary loyalty programs," Other publications TiSEM ade86df3-4846-4318-938f-a, Tilburg University, School of Economics and Management.
    8. Mark Armstrong, 2017. "Ordered Consumer Search," Journal of the European Economic Association, European Economic Association, vol. 15(5), pages 989-1024.
    9. Yoonseock Son & Wonseok Oh & Sang Pil Han & Sungho Park, 2020. "When Loyalty Goes Mobile: Effects of Mobile Loyalty Apps on Purchase, Redemption, and Competition," Information Systems Research, INFORMS, vol. 31(3), pages 835-847, September.
    10. Hsing Kenneth Cheng & D. Daniel Sokol & Xinyu Zang, 2024. "The rise of empirical online platform research in the new millennium," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 33(2), pages 416-451, March.
    11. Harang Ju & Michael Zhao & Sinan Aral, 2025. "Complementarity Between Paid and Organic Installs in Mobile App Advertising," Papers 2504.16151, arXiv.org.
    12. Raluca M. Ursu & Qianyun Zhang & Elisabeth Honka, 2023. "Search Gaps and Consumer Fatigue," Marketing Science, INFORMS, vol. 42(1), pages 110-136, January.
    13. Joseph Golden & John Joseph Horton, 2021. "The Effects of Search Advertising on Competitors: An Experiment Before a Merger," Management Science, INFORMS, vol. 67(1), pages 342-362, January.
    14. Belleflamme,Paul & Peitz,Martin, 2015. "Industrial Organization," Cambridge Books, Cambridge University Press, number 9781107069978, August.
    15. Siliang Tong & Xueming Luo & Bo Xu, 2020. "Personalized mobile marketing strategies," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 64-78, January.
    16. Sarah Moshary, 2025. "Does Sponsored Search Advertising Augment Organic Search? Evidence from an E-Commerce Platform," Management Science, INFORMS, vol. 71(11), pages 9687-9709, November.
    17. Zheng Gong & Jin Huang, 2025. "Limited Time Offer and Consumer Search," Management Science, INFORMS, vol. 71(9), pages 7692-7706, September.
    18. Hauschultz, Frederik Plum & Munk-Nielsen, Anders, 2020. "Markups on Drop-Downs: Prominence in Pharmaceutical Markets∗," MPRA Paper 104582, University Library of Munich, Germany.
    19. Fei Long & Wilfred Amaldoss, 2024. "Self-Preferencing in E-Commerce Marketplaces: The Role of Sponsored Advertising and Private Labels," Marketing Science, INFORMS, vol. 43(5), pages 925-952, September.
    20. De los Santos, Babur, 2018. "Consumer search on the Internet," International Journal of Industrial Organization, Elsevier, vol. 58(C), pages 66-105.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:inm:orisre:v:36:y:2025:i:1:p:184-201. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.