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The Influence of Geolocated Mobile Coupons on Customer Behavior

Author

Listed:
  • Insaf Khelladi

    (ICD Business School, France)

  • Sylvaine Castellano

    (Metis Lab, EM Normandie Business School, France)

  • Vincent Dutot

    (IPAG Business School, France)

  • Jean-Marc Lehu

    (Paris School of Business, France)

  • Raphaela C. Haeb

    (Procter & Gamble, Germany)

Abstract

Despite the growing interest in mobile advertising targeting smartphones' users from a business perspective, academic research is still scarce regarding the implementation of mobile coupons and their redemption in retail stores, especially when integrating the location dimension. This study is addressing the needs for new insights about customers' attitudes, considering the technological and social evolution of the use of smartphones. This article explores how product and retail managers can offer mobile coupon opportunities to increase coupon redemption among potential customers using smartphones, and potentially concerned with privacy issues. Through the theory of planned behavior, this study finds that geolocation is a relevant variable in mobile advertising for a conversion rate optimization. The results suggest that geolocation has a positive impact on behavioral intention and increases the likelihood of coupon redemption.

Suggested Citation

  • Insaf Khelladi & Sylvaine Castellano & Vincent Dutot & Jean-Marc Lehu & Raphaela C. Haeb, 2021. "The Influence of Geolocated Mobile Coupons on Customer Behavior," International Journal of Technology and Human Interaction (IJTHI), IGI Global, vol. 17(2), pages 23-39, April.
    • Handle: RePEc:igg:jthi00:v:17:y:2021:i:2:p:23-39
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