Within touching distances - customers' perceived closeness in mobile marketing

Barth, Madeline ; Kuester, Sabine ; Konya-Baumbach, Elisa

URL: http://proceedings.emac-online.org/index.cfm?abstr...
Document Type: Conference or workshop publication
Year of publication: 2020
Book title: 49th EMAC Annual Conference 2020 : 26-29 May 2020, Corvinus University of Budapest, Hungary, [proceedings]
Page range: Article 64082
Conference title: 49th EMAC Annual Conference 2020 (conference canceled)
Location of the conference venue: Budapest, Hungary
Date of the conference: canceled
Place of publication: Budapest
Publishing house: European Marketing Academy
Publication language: English
Institution: Business School > Marketing & Innovation (Kuester 2005-)
Subject: 330 Economics
Abstract: Despite initial insights regarding the effectiveness of mobile marketing, the understanding of how companies can effectively communicate their mobile marketing initiatives is still limited. Our research sheds light on how closeness-implying nonverbal and verbal cues such as emoticons, linguistic markers, and personal pronouns in mobile marketing notifications influence customers’ purchase intention. In line with construal level theory, we explore the role of customers’ perceived closeness as a potential mediator. Our results indicate that including closeness-implying nonverbal and verbal cues in mobile marketing notifications significantly stimulates customers’ purchase intention. Customers’ perceived closeness mediates this effect. Interestingly, the positive effect of nonverbal and verbal cues is mitigated when communicating mobile marketing notifications that are personalized based on customers’ product preferences.
Additional information: Online-Ressource

Dieser Eintrag ist Teil der Universitätsbibliographie.

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