Mobile Promotions: A Framework and Research Priorities
Journal of Interactive Marketing, Forthcoming
33 Pages Posted: 14 Nov 2015
Date Written: October 15, 2015
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: Suggested Citation