The influence of location and social network on customers’ acceptance of mobile marketing: Evidence from group buying field experiment

Xi Chen, Ruibin Geng, Chee Wei Phang

Research output: Chapter in Book/Conference proceedingConference contributionpeer-review

2 Citations (Scopus)

Abstract

With the rapid development and widespread popularity of smart phone devices, location-based social networking service (LBSNS) creates an era of GeoLife2. 0 where people can share life experiences and connect to each other with their location histories. Previous academic studies have also realized the crucial role of location and social network on mobile marketing. However, many of them have been conceptual work using structural equation modeling, and the effects of these two factors are never considered at the same time. In our study, mobile marketing is exemplified as a time-limited, group-based “two for the price of one when you get a friend to buy together” promotion campaign advertised via mobile devices. Field experiment was conducted to explore the influence of location and social network on consumers’ decision to accept mobile promotions. We then conducted follow-up surveys that revealed users’ personality features and psychological states as supporting materials to explain our field experiment observations.

Original languageEnglish
Title of host publicationHCI in Business - 2nd International Conference, HCIB 2015 Held as Part of HCI International 2015, Proceedings
EditorsFiona Fui-Hoon Nah, Chuan-Hoo Tan
PublisherSpringer Verlag
Pages256-266
Number of pages11
ISBN (Print)9783319208947
DOIs
Publication statusPublished - 2015
Externally publishedYes
Event2nd International Conference on HCI in Business, HCIB 2015 Held as Part of 17th International Conference on Human-Computer Interaction, HCI International 2015 - Los Angeles, United States
Duration: 2 Aug 20157 Aug 2015

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume9191
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Conference

Conference2nd International Conference on HCI in Business, HCIB 2015 Held as Part of 17th International Conference on Human-Computer Interaction, HCI International 2015
Country/TerritoryUnited States
CityLos Angeles
Period2/08/157/08/15

Keywords

  • Distance
  • Field experiment
  • Location-based social networking service
  • Mobile marketing
  • Social relationship

ASJC Scopus subject areas

  • Theoretical Computer Science
  • General Computer Science

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