Identifying factors influencing the customers purchase behaviour due to location-based promotions
by Philipp Reichhart
International Journal of Mobile Communications (IJMC), Vol. 12, No. 6, 2014

Abstract: Using location-based promotions, marketers have the opportunity to present information to consumers which is specific to their current location. In this paper, which uses a field study and a follow-up in-app-survey, the authors identify factors which influence mobile location-based advertising and more specifically, which factors influence the customer purchase as a result of mobile location-based advertising via a mobile application (app). The study found that the usage frequency of and the satisfaction with the specific location-based advertising app used are factors which significantly influence purchase behaviour when using mobile location-based advertising.

Online publication date: Thu, 30-Apr-2015

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