Mobile Targeting

  title={Mobile Targeting},
  author={Xueming Luo and Michelle Andrews and Zheng Fang and Chee Wei Phang},
  journal={Innovation \& Management Science eJournal},
Mobile technologies enable marketers to target consumers by time and location. This study builds on a large-scale randomized experiment of short message service SMS texts sent to 12,265 mobile users. We draw on contextual marketing theory to hypothesize how different combinations of mobile targeting determine consumer responses to mobile promotions. We identify that temporal targeting and geographical targeting individually increase sales purchases. Surprisingly, the sales effects of employing… 

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