Mobile Promotions: A Framework and Research Priorities

Journal of Interactive Marketing, Forthcoming

33 Pages Posted: 14 Nov 2015

See all articles by Michelle Andrews

Michelle Andrews

Emory University

Jody Goehring

RetailMeNot, Inc

Sam K. Hui

New York University (NYU) - Department of Marketing

Joseph Pancras

University of Connecticut - Department of Marketing

Lance Thornswood

JCPenney

Date Written: October 15, 2015

Abstract

This work bridges theory and practice on mobile promotions and proposes a research agenda. We do so by first defining mobile promotions and distinguishing them from mobile advertising. We then develop a framework for various stakeholders in the mobile promotions ecosystem. Finally, we advance research questions concerning each stakeholder and view these questions through the lens of several overarching themes that surround mobile promotions, such as the privacy-value tradeoff, return on investment, spatio-temporal targeting, inter-media substitution, and channel and consumer power.

Keywords: Mobile Promotions, Mobile Targeting, Mobile Marketing, Digital Coupons, New Technology

JEL Classification: M31, M37

Suggested Citation

Andrews, Michelle and Goehring, Jody and Hui, Sam K. and Pancras, Joseph and Thornswood, Lance, Mobile Promotions: A Framework and Research Priorities (October 15, 2015). Journal of Interactive Marketing, Forthcoming. Available at SSRN: https://ssrn.com/abstract=2689920

Michelle Andrews

Emory University ( email )

1300 Clifton Road
Atlanta, GA 30322-2722
United States

Jody Goehring

RetailMeNot, Inc ( email )

301 Congress Ave
Suite 700
Austin, TX 78701
United States

Sam K. Hui

New York University (NYU) - Department of Marketing ( email )

Henry Kaufman Ctr
44 W 4 St.
New York, NY
United States

Joseph Pancras (Contact Author)

University of Connecticut - Department of Marketing ( email )

Storrs, CT 06269
United States

Lance Thornswood

JCPenney ( email )

United States

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