• Corpus ID: 37740141

The Impact of Proximity Marketing on Consumer Reactions and Firm Performance: A Conceptual and Integrative Model

@inproceedings{Bilolo2015TheIO,
  title={The Impact of Proximity Marketing on Consumer Reactions and Firm Performance: A Conceptual and Integrative Model},
  author={Augustin Bilolo and Harold Boeck and Fabien Durif and Nataly Levesque},
  booktitle={Americas Conference on Information Systems},
  year={2015}
}

• Augustin Bilolo, H. Boeck, +1 author Nataly Levesque
• Published in
  Americas Conference on…
  2015
• Business

Firms are increasingly using “Proximity Marketing”, an emerging form of marketing built upon advances in wireless and social technology. This paper draws upon the literature in technology innovation, marketing and psychology to propose an integrative research model that combines technological and consumer characteristics in an adoption model that draws heavily on consumer values as an important antecedent of Proximity Marketing adoption. Few studies have focused on the impact of Proximity Marketing from a marketing perspective and none by combining the inherent technological characteristics of automatic identification technology with individual consumer traits such as their values. The model also contributes by simultaneously proposing adoption consequences both for the consumer and the firm.