Mobile marketing : an empirical investigation of consumer perceptions and behaviors

Barth, Madeline

Document Type: Doctoral dissertation
Year of publication: 2021
Place of publication: Mannheim
University: Universität Mannheim
Evaluator: Kuester, Sabine
Date of oral examination: 6 May 2021
Publication language: English
Institution: Business School > Marketing & Innovation (Kuester 2005-)
Subject: 330 Economics
Keywords (English): mobile marketing , information processing , tone of voice , personalization , fear of missing out , cognitive appraisal , consumer coping
Abstract: Although mobile marketing has become a strategic priority, many companies continue to struggle to realize its full potential. Thus, the overarching aim of this dissertation is to explore how companies can effectively design mobile marketing and to generate an understanding of consumer responses to specific mobile marketing stimuli and the underlying psychological processes that drive these consumer responses. Study 1 analyzes how companies can successfully communicate mobile marketing and examines consumers’ processing of the mobile marketing stimuli. Study 2 focuses on consumers’ fear of missing out (FOMO) and investigates its triggers and consequences in a mobile marketing context. Overall, this dissertation offers insights for researchers and practitioners regarding the effective design of mobile marketing and consumers’ response mechanisms to mobile marketing stimuli.

Dieser Eintrag ist Teil der Universitätsbibliographie.

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