Skip to main content
SpringerLink
Log in

Location-Based Proximity Marketing: An Interactive Marketing Perspective

  • Chapter
  • First Online:
The Palgrave Handbook of Interactive Marketing

Abstract

Technological breakthroughs have made it possible to collect continuous live location information through mobile devices. As such, location-based data has greatly impacted the development of contemporary proximity marketing which takes into account “closeness” between two objects and this is further applied for marketing purposes. As information regarding specific customer locations on their movements into/out of a pre-defined virtual boundary can be detected and identified, through the interactivity between mobile devices and proximity hardware, pre-programmed marketing actions will be triggered and relevant materials will be delivered to customers at the right time and in the right place. These potential customers can eventually be guided away from their original consumption intention. Such geographic location-based, interactive proximity marketing has been receiving increasing attention from both practitioners and academicians in recent years. In this chapter, the authors attempt to clarify the concept, discuss its benefits, elucidate proximity marketing technologies, and illustrate practical implications. Further, a comprehensive review of the limited extant scholarly works is conducted. Through this review, a conceptual framework is thus developed. Finally, an agenda for future research is provided to serve as a base for future studies into this crucial and yet often neglected field of proximity marketing.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 189.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 249.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 249.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Similar content being viewed by others

References

  • Aguirre, E., Mahr, D., Grewal, D., de Ruyter, K., & Wetzels, M. (2015). Unraveling the personalization paradox: The effect of information collection and trust-building strategies on online advertisement effectiveness. Journal of Retailing, 91(1), 34–49.

    Article  Google Scholar 

  • Ali, O., Jaradat, A., Kulakli, A., & Abuhalimeh, A. (2021). A comparative study: Blockchain technology utilization benefits, challenges and functionalities. IEEE Access, 9, 12730–12749.

    Article  Google Scholar 

  • Allurwar, N., Nawale, B., & Patel, S. (2016). Beacon for proximity target marketing. International Journal of Engineering and Computer Science, 15(5), 16359–16364.

    Google Scholar 

  • Almahdi, H., Shamsudeen, S., & Khalufi, K. (2018). A study on customers’ perception and marketing effectiveness of proximity marketing communications on NFC and SMS-CB enabled mobile phones in USA. Journal of Mass Communication and Journalism, 8(6), Article 1000395.

    Google Scholar 

  • Ballina, F. J., Valdes, L., & Valle, E. D. (2019). The phygital experience in the smart tourism destination. International Journal of Tourism Cities, 5(3), 656–671.

    Article  Google Scholar 

  • Banik, S. (2021). Exploring the involvement-patronage link in the phygital retail experiences. Journal of Retailing and Consumer Services, 63, 102739.

    Google Scholar 

  • Bernritter, S. F., Ketelaar, P. E., & Sotgiu, F. (2021). Behaviorally targeted location-based mobile marketing. Journal of the Academy of Marketing Science, 49(4), 677–702.

    Article  Google Scholar 

  • Biehl, M., & Velten, T. (2008). Gaps and challenges of point-of-care technology. IEEE Sensors Journal, 8(5), 593–600.

    Article  Google Scholar 

  • Bilolo, A., Boeck, H., Durif, F., & Levesque, N. (2015). The impact of proximity marketing on consumer reactions and firm performance: a conceptual and integrative model. In The Proceedings of the 21th Americas Conference on Information Systems. Fajardo, Puerto Rico.

    Google Scholar 

  • Blut, M., & Iyer, G. R. (2020). Consequences of perceived crowding: A meta-analytical perspective. Journal of Retailing, 96(3), 362–382.

    Article  Google Scholar 

  • Bonnie, E. (2021). 6 location-based marketing examples + guide. CleverTap, available at https://clevertap.com/blog/location-based-marketing-guide/

  • Chen, F., & Tian, L. (2015). Comparative study on residents’ perceptions of follow-up impacts of the 2008 Olympics. Tourism Management, 51, 263–281.

    Article  Google Scholar 

  • Chen, Y. M., Chen, T. Y., & Chen, L. C. (2020). On a method for location and mobility analytics using location-based services: A case study of retail store recommendation. Online Information Review, 45(2), 297–315.

    Article  Google Scholar 

  • Choudhary, S. R. (2019). Proximity marketing in 2019 and the market forecast for 2022. Available at https://blog.beaconstac.com/2018/07/proximity-marketing-in-2018-and-the-market-forecast-for-2022/

  • Cooper, M. J., & Budd, C. S. (2007). Tying the pieces together: A normative framework for integrating sales and project operations. Industrial Marketing Management, 36(2), 173–182.

    Article  Google Scholar 

  • Correa, E. R., Arjona, E. P., Osorio, C., & Pareti, S. (2021). Factors influencing the adoption of geolocation and proximity marketing technologies. In Á. Rocha, C. Ferrás, P. C. López-López, & T. Guarda (Eds.), Information technology and systems. ICITS 2021. Advances in intelligent systems and computing (Vol. 1330). Springer.

    Google Scholar 

  • D’Auria, A., Russo Spena, T., & Bifulco, F. (2021). Proximity marketing and context-information awareness. In T. R. Spena & F. Bifulco (Eds.), Digital transformation in the cultural heritage sector: Challenges to marketing in the new digital era (pp. 161–180). Springer.

    Google Scholar 

  • Daradkeh, Y., Namiot, D., & Sneps-Sneppe, M. (2012). Spot expert as context-aware browsing. Journal of Wireless Networking and Communications, 2(3), 23–28.

    Article  Google Scholar 

  • Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340.

    Article  Google Scholar 

  • de Dreu, C. K., & Weingart, L. R. (2003). Task versus relationship conflict, team performance, and team member satisfaction: A meta-analysis. Journal of Applied Psychology, 88(4), 741–749.

    Article  Google Scholar 

  • Developer (2022). iBeacon. Available at https://developer.apple.com/ibeacon/

  • Dhir, A., Yossatorn, Y., Kaur, P., & Chen, S. (2018). Online social media fatigue and psychological wellbeing—A study of compulsive use, fear of missing out, fatigue, anxiety and depression. International Journal of Information Management, 40, 141–152.

    Article  Google Scholar 

  • Egol, M., Hodson, N., & Blischok, T. (2012). Four forces shaping competition in grocery retailing. Available at https://www.strategyand.pwc.com/gx/en/insights/2011-2014/four-forces-shaping-competition-grocery.html

  • Ewen, J. (2018). The evolution of location based marketing & advertising. Available at https://www.tamoco.com/blog/location-based-marketing-history/

  • Fiedler, K., Jung, J., Wänke, M., & Alexopoulos, T. (2012). On the relations between distinct aspects of psychological distance: An ecological basis of construal-level theory. Journal of Experimental Social Psychology, 48(5), 1014–1021.

    Article  Google Scholar 

  • Fulgoni, G. M. (2014). “Omni-channel” retail insights and the consumer’s path-to-purchase: How digital has transformed the way people make purchasing decisions. Journal of Advertising Research, 54(4), 377–380.

    Article  Google Scholar 

  • Fullerton, S., Brooksbank, R., & Neale, L. (2019). Measuring the effectiveness of technology-based marketing strategies from the consumer perspective. European Business Review, 31(6), 813–830.

    Article  Google Scholar 

  • Gajanova, L., Kliestikova, J., & Nadanyiova, M. (2019a). Application of NFC technology in proximity marketing BT. In Proceedings of the International Scientific and Practical Conference on Digital Economy (pp. 167–170). Atlantis Press.

    Google Scholar 

  • Gajanova, L., Nadanyiova, M., Kliestikova, J., & Olah, J. (2019b). The potential of using Bluetooth-based system as a part of proximity marketing in the Slovak Republic. Marketing and Management of Innovations, 2, 239–252.

    Google Scholar 

  • Girish, D. (2019). 3 reasons why you need to invest in proximity marketing now. Available at https://blog.beaconstac.com/2015/11/3-reasons-why-you-need-to-invest-in-proximity-marketing-now/

  • Grewal, D., Hulland, J., Kopalle, P. K., & Karahanna, E. (2020). The future of technology and marketing: A multidisciplinary perspective. Journal of the Academy of Marketing Science, 48(1), 1–8.

    Article  Google Scholar 

  • Grewal, D., Roggeveen, A., & Nordfält, J. (2016). Roles of retailer tactics and customer-specific factors in shopper marketing: substantive, methodological, and conceptual issues. Journal of Business Research, 63(3), 1009–1013.

    Google Scholar 

  • Guzmán, V. E., Muschard, B., Gerolamo, M., Kohl, H., & Rozenfeld, H. (2020). Characteristics and skills of leadership in the context of industry 4.0. Procedia Manufacturing, 43, 543–550.

    Article  Google Scholar 

  • Hakim, T., & Almahdi, H. K. (2020). Impact of proximity marketing devices on buying decision-strategical approach by small and medium size retail entrepreneurs. Journal of Management Information and Decision Sciences, 23(3), 187–198.

    Google Scholar 

  • Hilken, T., Heller, J., Chylinski, M., Keeling, D. I., Mahr, D., & de Ruyter, K. (2018). Making omnichannel an augmented reality: The current and future state of the art. Journal of Research in Interactive Marketing, 12(4), 509–523.

    Article  Google Scholar 

  • Holmlund, M., Vaerenbergh, Y. V., Ciuchita, R., Ravald, A., Sarantopoulos, P., Ordenes, F. V., & Zaki, M. (2020). Customer experience management in the age of big data analytics: A strategic framework. Journal of Business Research, 116, 356–365.

    Article  Google Scholar 

  • Kang, J. Y. M., Mun, J. M., & Johnson, K. K. (2015). In-store mobile usage: Downloading and usage intention toward mobile location-based retail apps. Computers in Human Behavior, 46, 210–217.

    Article  Google Scholar 

  • Khalilzadeh, J., Ozturk, A. B., & Bilgihan, A. (2017). Security-related factors in extended UTAUT model for NFC based mobile payment in the restaurant industry. Computers in Human Behavior, 70, 460–474.

    Article  Google Scholar 

  • Kumar, S., & Sadarangani, P. H. (2019). Impact of power on channel members’ behavior: Evidence from India. Journal of Business and Industrial Marketing, 34(5), 931–947.

    Article  Google Scholar 

  • Kuo, T. H. (2011). The antecedents of customer relationship in e-banking industry. Journal of Computer Information Systems, 51(3), 57–66.

    Google Scholar 

  • Lengletm, F., & Mencarelli, R. (2020). Proximity in marketing: An integrating theoretical framework and research agenda. Recherche et Applications en Marketing (English Edition), 35(4), 99–124.

    Google Scholar 

  • Levesque, N., & Boeck, H. (2017). Proximity marketing as an enabler of mass customization and personalization in a customer service experience. In J. Bellemare, S. Carrier, K. Nielsen, & F. Piller (Eds.), Managing complexity. Springer proceedings in business and economics (pp. 405–420). Springer.

    Google Scholar 

  • Levesque, N., Boeck, H., & Vachon, M. A. (2016). Proximity marketing as a facilitator of an enhanced service experience. In The 36th International Business Research Conference (pp. 1–13). Toronto, Canada.

    Google Scholar 

  • Lin, M. Y. C., Do, B. R., Nguyen, T. T., & Cheng, J. M. S. (2021). Effects of personal innovativeness and perceived value of disclosure on privacy concerns in proximity marketing: Self-control as a moderator. Journal of Research in Interactive Marketing, 16(2), 310–327.

    Article  Google Scholar 

  • Lin, M. Y. C., Nguyen, T. T., Cheng, E. Y. L., Le, A. N. H., & Cheng, J. M. S. (2022). Proximity marketing and Bluetooth beacon technology: A dynamic mechanism leading to relationship program receptiveness. Journal of Business Research, 141, 151–162.

    Article  Google Scholar 

  • Linzbach, P., Inman, J. J., & Nikolova, H. (2019). E-Commerce in a physical store: Which retailing technologies add real value? NIM Marketing Intelligence Review, 11(1), 42–47.

    Article  Google Scholar 

  • Lunden, I. (2013). Apple’s iBeacon comes to retailers via Shopkick’s ShopBeacon. TechCrunch. Available at https://techcrunch.com/2013/11/20/shopkick-rolls-out-ibeacon-enabled-shopping-alerts-with-shopbeacon-with-macys-as-its-first-trialist/

  • Luqman, A., Cao, X., Ali, A., Masood, A., & Yu, L. (2017). Empirical investigation of Facebook discontinues usage intentions based on SOR paradigm. Computers in Human Behavior, 70, 544–555.

    Article  Google Scholar 

  • Macy Storm. (2019). Geofencing examples: 5 examples of geofencing done right. WebFX. Available at https://www.webfx.com/blog/marketing/geofencing-examples/

  • Margulis, A., Boeck, H., Bendavid, Y., & Durif, F. (2016). Building theory from consumer reactions to RFID: Discovering Connective Proximity. Ethics and Information Technology, 18(2), 81–101.

    Article  Google Scholar 

  • Margulis, A., Levesque, N., & Boeck, H. (2017), How do consumer characteristics impact purchase intention and brand equity when proximity marketing is involved? In The Proceedings of European Marketing Academy Conference. Groningen, the Netherlands.

    Google Scholar 

  • Margulis, A., Levesque, N., & Boeck, H. (2019). Proximity marketing in banking: Lessons from retail and entertainment industries. International Journal of Technology Marketing, 13(3–4), 401–427.

    Article  Google Scholar 

  • McDonald, J. (2019). Almost three quarters of internet users will be mobile-only by 2025. Available at https://www.warc.com/content/paywall/article/warcdatapoints/124845

  • McGuire, M., & Leachman, L. (2021). Hype cycle for digital marketing, 2021. Available at https://www.gartner.com/en/marketing/research/hype-cycle-for-digital-marketing

  • Mekraz, A. M., & Gundala, R. R. (2016). Leadership style and retail store performance: A case study of discount retail chain. Journal of Business and Retail Management Research, 10(2), 1–10.

    Google Scholar 

  • Mesgleski, J. (2018). How GasBuddy is changing the consumer data game. Catalyst. Available at https://www.catalystdigital.com/blog/gas-buddy/

  • Minxuan, X. (2018). Location data reigns! In the past, present and future of location marketing, how can brands be used accurately? SmartM. available at https://www.smartm.com.tw/article/34393533cea3

  • Mittal, S. (2021). Proximity marketing examples: 28 retail companies nailing it with their campaigns. Available at https://blog.beaconstac.com/2016/02/25-retailers-nailing-it-with-their-proximity-marketing-campaigns/

  • Moore-Colyer, R. (2017). Cancer research UK uses wi-fi beacons to promote world cancer day 2017. Silicon UK. Available at https://www.silicon.co.uk/networks/wifi-cancer-research-205246

  • Moravcikova, D., & Kliestikova, J. (2017). Brand building with using phygital marketing communication. Journal of Economics, Business and Management, 5(3), 148–153.

    Article  Google Scholar 

  • Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019). Research in marketing strategy. Journal of the Academy of Marketing Science, 47(1), 4–29.

    Article  Google Scholar 

  • Morin, S., Dube, L., & Chebat, J. C. (2007). The role of pleasant music in servicescapes: A test of the dual model of environmental perception. Journal of Retailing, 83(1), 115–130.

    Article  Google Scholar 

  • Ni, A. (2015). Comparing Google’s Eddystone beacon technology to Apple’s iBeacon. Network World. Available at https://www.networkworld.com/article/3017779/comparing-google-s-eddystone-beacon-technology-to-apple-s-ibeacon.html

  • Nicholas, G., & Shapiro, A. (2020). Failed hybrids: The death and life of Bluetooth proximity marketing. Mobile Media & Communication, 9(3), 465–487.

    Article  Google Scholar 

  • NIKE. (2017). What is NikeConnect? Available at https://news.nike.com/news/nikeconnect-jersey-app-guide

  • Norman, E., Tjomsland, H. E., & Huegel, D. (2016). The distance between us: Using construal level theory to understand interpersonal distance in a digital age. Frontiers in Digital Humanities, 3(5), 1–6.

    Google Scholar 

  • Oikonomidis, T., Fouskas, K. G., & Vlachopoulou, M. (Eds.). (2021). Literature review of location based services. In Springer Proceedings in Business and Economics (pp. 168–172). Springer.

    Google Scholar 

  • Page, E. W. (2017). The startup behind NYC’s plan to replace phone booths with 7,500 connected kiosks. MIT Technology Review. Available at https://www.technologyreview.com/2017/07/18/4351/the-startup-behind-nycs-plan-to-replace-phone-booths-with-7500-connected-kiosks/

  • Parimi, S. (2021). Marketing and technology—An emerging field of excellence. Academy of Marketing Studies Journal, 25(2), 1–2.

    Google Scholar 

  • Petro, G. (2014). How proximity marketing is driving retail sales. Available at https://www.forbes.com/sites/gregpetro/2014/10/08/how-proximity-marketing-is-driving-retail-sales/?sh=6b3d9a863ed4

  • Puccinelli, N. M., Goodstein, R. C., Grewal, D., Price, R., Raghubir, P., & Stewart, D. (2009). Customer experience management in retailing: Understanding the buying process. Journal of Retailing, 85(1), 15–30.

    Article  Google Scholar 

  • Raghunandan, H., & Parimal, N. (2015). Integrated Digital marketing: The key to understanding your customer (pp. 1–14). Tata Consultancy Services.

    Google Scholar 

  • Ravindran, T., Yeow Kuan, A. C., & Hoe Lian, D. G. (2014). Antecedents and effects of social network fatigue. Journal of the Association for Information Science and Technology, 65(11), 2306–2320.

    Google Scholar 

  • Relatech. (2019). Proximity marketing: how to really know the customer. Relatech. Available at https://magazine.relatech.com/en/proximity-marketing-how-to-really-know-the-customer

  • Retail Customer Experience. (2011). 8 reasons why proximity marketing will matter for retailers in 2011. Available at https://www.retailcustomerexperience.com/articles/8-reasons-why-proximity-marketing-will-matter-for-retailers-in-2011/

  • Riegger, A. S., Klein, J. F., Merfeld, K., & Henkel, S. (2021). Technology-enabled personalization in retail stores: Understanding drivers and barriers. Journal of Business Research, 123, 140–155.

    Article  Google Scholar 

  • Salas, E., Cooke, N. J., & Rosen, M. A. (2008). On teams, teamwork, and team performance: Discoveries and developments. Human Factors, 50(3), 540–547.

    Article  Google Scholar 

  • Salas, E., Shuffler, M. L., Thayer, A. L., Bedwell, W. L., & Lazzara, E. H. (2015). Understanding and improving teamwork in organizations: A scientifically based practical guide. Human Resource Management, 54(4), 599–622.

    Article  Google Scholar 

  • Samuel, M., Nazeem, N., Sreevals, P., Ramachandran, R., & Careena, P. (2021). Smart indoor navigation and proximity advertising with android application using BLE technology. Materials Today: Proceedings, 43, 3799–3803.

    Google Scholar 

  • Schneider, S. (2016). Amazon GO uses QR codes for grocery stores. UQR.Me. Available at https://uqr.me/amazon-go-qr-codes-grocery-stores/

  • Shah, S. K., & Zhongjun, T. (2021). Elaborating on the consumer’s intention–behavior gap regarding 5G technology: the moderating role of the product market-creation ability. Technology in Society, 66, Article 101657.

    Google Scholar 

  • Shin, J., & Shin, M. (2016). To be connected or not to be connected? Mobile messenger overload, fatigue, and mobile shunning. Cyberpsychology, Behavior, and Social Networking, 19(10), 579–586.

    Article  Google Scholar 

  • Shopkick. (2017). The mobile proximity marketing advantages and disadvantages retailers must know. Available at https://www.shopkick.com/partners/blog/mobile-proximity-marketing-advantages-disadvantages-retailers-must-know-fc

  • Shopkick. (2020). Leveraging beacon mobile marketing technology to increase awareness and sales. Available at https://www.shopkick.com/partners/blog/leveraging-beacon-mobile-marketing-technology-to-increase-awareness-and-sales-fc

  • Singh, H. J. L., Couch, D., & Yap, K. (2020). Mobile health apps that help with COVID-19 management: Scoping review. JMIR Nursing, 3(1), e20596.

    Article  Google Scholar 

  • Spiekermann, S., Spiekermann, S., Rothensee, M., Klafft, M., & Klafft, M. (2011). Street marketing: How proximity and context drive coupon redemption. Journal of Consumer Marketing, 28(4), 280–289.

    Article  Google Scholar 

  • Sweeney, E. (2018). Porsche delivers car customization through new haptic ad format. Industry Dive. Available at https://www.marketingdive.com/news/porsche-delivers-car-customization-through-new-haptic-ad-format/520239/

  • Trope, Y., & Liberman, N. (2010). Construal-level theory of psychological distance. Psychological Review, 117(2), 440–463.

    Article  Google Scholar 

  • Tsai, Y. T., Wang, S. C., Yan, K. Q., & Chang, C. M. (2017). Precise positioning of marketing and behavior intentions of location-based mobile commerce in the internet of things. Symmetry, 9(8), Article 139.

    Google Scholar 

  • Vagus, S. (2012). WIRED to feature new NFC advertisements from Lexus. Business wire. Available at https://www.businesswire.com/news/home/20120320006807/en/WIRED-Delivers-First-Ever-NFC-Enabled-Advertisement-Featuring-Lexus

  • van de Sanden, S., Willems, K., & Brengman, M. (2019). In-store location-based marketing with beacons: From inflated expectations to smart use in retailing. Journal of Marketing Management, 35(15–16), 1514–1541.

    Article  Google Scholar 

  • Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. Management Information Systems Quarterly, 27(3), 425–478.

    Article  Google Scholar 

  • Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. Management Information Systems Quarterly, 36(1), 157–178.

    Article  Google Scholar 

  • Wang, C. L. (2021). New frontiers and future directions in interactive marketing: Inaugural editorial. Journal of Research in Interactive Marketing, 15(1), 1–9.

    Article  Google Scholar 

  • Willems, K., Brengman, M., & van de Sanden, S. (2017). In-store proximity marketing: Experimenting with digital point-of-sales communication. International Journal of Retail and Distribution Management, 45(7–8), 910–927.

    Article  Google Scholar 

  • William, H., Jr., Debbie, L., & Muñoz, C. (2021). The use and value of badges: Leveraging salesforce trailhead badges for marketing technology education. Journal of Marketing Education, 43(1), 25–42.

    Article  Google Scholar 

  • Wu, D., Shi, W., & Ma, X. (2021). A Novel real-time anti-spam framework. ACM Transactions on Internet Technology, 21(4), 1–27.

    Article  Google Scholar 

  • Zou, X., & Huang, K. W. (2015). Leveraging location-based services for couponing and infomediation. Decision Support Systems, 78, 93–103.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Time University, Tunis, Tunisia

    Aida Loussaief

  2. University College London, London, UK

    Edward Ying-Lun Cheng

  3. Industrial Technology Research Institute, Hsinchu, Taiwan

    Marta Yuan-Chen Lin

  4. National Central University, Taoyuan City, Taiwan

    Julian Ming-Sung Cheng

  5. University of Economics Ho-Chi-Minh City, Ho-Chi-Minh City, Vietnam

    Julian Ming-Sung Cheng

Authors
  1. Aida Loussaief
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Edward Ying-Lun Cheng
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Marta Yuan-Chen Lin
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Julian Ming-Sung Cheng
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Julian Ming-Sung Cheng .

Editor information

Editors and Affiliations

  1. University of New Haven, West Haven, CT, USA

    Cheng Lu Wang

Rights and permissions

Reprints and permissions

Copyright information

© 2023 The Author(s), under exclusive license to Springer Nature Switzerland AG

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Loussaief, A., Cheng, E.YL., Lin, M.YC., Cheng, J.MS. (2023). Location-Based Proximity Marketing: An Interactive Marketing Perspective. In: Wang, C.L. (eds) The Palgrave Handbook of Interactive Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-14961-0_33

Download citation

Publish with us

Policies and ethics

Search

Navigation