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.
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Dieser Eintrag ist Teil der Universitätsbibliographie.
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