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The Influence of Location-Aware Mobile Marketing Messages on Consumers’ Buying Behavior

In: Quantitative Marketing and Marketing Management

Author

Listed:
  • Andrea Gröppel-Klein

    (Saarland University)

  • Philipp Broeckelmann

    (Saarland University)

Abstract

This study reports the findings of two experiments involving location-aware mobile marketing messages (LA-MMM). It is intended to test whether real behavioral effects can be elicited through LA-MMM received at the point of sale. In the first experiment, participants received a LA-MMM while passing the store to which the message was related; in the second experiment, they received a LA-MMM while shopping in the store itself. The messages were of different types, containing a discount coupon, drawing attention to special offers or advertising specific brands of milk and chocolate. The findings suggest that LA-MMM have only a limited influence on consumers’ approach behavior towards stores, store choice and buying behavior. LA-MMM are thus not nearly as influential on consumers as it has often been suggested. LA-MMM are by no means an effective way to increase sales of a particular brand in the short term and should only be used in conjunction with other marketing tools and promotions.

Suggested Citation

  • Andrea Gröppel-Klein & Philipp Broeckelmann, 2012. "The Influence of Location-Aware Mobile Marketing Messages on Consumers’ Buying Behavior," Springer Books, in: Adamantios Diamantopoulos & Wolfgang Fritz & Lutz Hildebrandt (ed.), Quantitative Marketing and Marketing Management, edition 127, chapter 6, pages 353-377, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-3722-3_17
    DOI: 10.1007/978-3-8349-3722-3_17
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