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The Influence of Location-Aware Mobile Marketing Messages on Consumers’ Buying Behavior

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Quantitative Marketing and Marketing Management

Abstract

This study reports the findings of two experiments involving location-aware mobile marketing messages (LA-MMM). It is intended to test whether real behavioral effects can be elicited through LA-MMM received at the point of sale. In the first experiment, participants received a LA-MMM while passing the store to which the message was related; in the second experiment, they received a LA-MMM while shopping in the store itself. The messages were of different types, containing a discount coupon, drawing attention to special offers or advertising specific brands of milk and chocolate.

The findings suggest that LA-MMM have only a limited influence on consumers’ approach behavior towards stores, store choice and buying behavior. LA-MMM are thus not nearly as influential on consumers as it has often been suggested. LA-MMM are by no means an effective way to increase sales of a particular brand in the short term and should only be used in conjunction with other marketing tools and promotions.

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Authors and Affiliations

  1. Saarland University, Saarbrücken, Germany

    Andrea Gröppel-Klein PhD & Philipp Broeckelmann PhD

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  1. Andrea Gröppel-Klein PhD
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Editors and Affiliations

  1. Chair of International Marketing, University of Vienna, Vienna, Austria

    Adamantios Diamantopoulos

  2. Braunschweig, Germany

    Wolfgang Fritz

  3. Berlin, Germany

    Lutz Hildebrandt

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Gröppel-Klein, A., Broeckelmann, P. (2012). The Influence of Location-Aware Mobile Marketing Messages on Consumers’ Buying Behavior. In: Diamantopoulos, A., Fritz, W., Hildebrandt, L. (eds) Quantitative Marketing and Marketing Management. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-3722-3_17

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