Mobile technology is changing the way consumers consume content and connect with others. At the same time, marketers admit that effectively implementing mobile targeting and promoting deals through mobile devices remains a challenge. To address these challenges and reveal consumer insights in the mobile marketing space, I propose a research stream via three essays that investigate the contextual factors that influence consumer receptivity to mobile messages. One of these factors is environmental contexts, such as the crowdedness of a consumer's environment, which is the focus of the first essay. Another factor is the context of social cues and the framing of the mobile message itself, which is the focus of the second essay. Yet another factor is whether the promoted product has social value beyond the consumption value itself, which is the focus of the third essay. How contextual factors may influence consumer receptivity to targeted mobile promotions is complex and is explored in detail in the following studies. / Business Administration/Marketing
| Identifer | oai:union.ndltd.org:TEMPLE/oai:scholarshare.temple.edu:20.500.12613/2555 |
| Date | January 2015 |
| Creators | Andrews, Michelle |
| Contributors | Luo, Xueming, Dimoka, Angelika, Mudambi, Susan, Ghose, Anindya |
| Publisher | Temple University. Libraries |
| Source Sets | Temple University |
| Language | English |
| Detected Language | English |
| Type | Thesis/Dissertation, Text |
| Format | 184 pages |
| Rights | IN COPYRIGHT- This Rights Statement can be used for an Item that is in copyright. Using this statement implies that the organization making this Item available has determined that the Item is in copyright and either is the rights-holder, has obtained permission from the rights-holder(s) to make their Work(s) available, or makes the Item available under an exception or limitation to copyright (including Fair Use) that entitles it to make the Item available., http://rightsstatements.org/vocab/InC/1.0/ |
| Relation | http://dx.doi.org/10.34944/dspace/2537, Theses and Dissertations |
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