IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-04292612.html
   My bibliography  Save this paper

The Influence of Geolocated Mobile Coupons on Customer Behavior

Author

Listed:
  • Insaf Khelladi

    (ICD International Business School Paris)

  • Sylvaine Castellano

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie)

  • Vincent Dutot

    (IPAG Business School)

  • J.-M. Lehu
  • R.C. Haeb

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. \textcopyright 2021, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited.

Suggested Citation

  • Insaf Khelladi & Sylvaine Castellano & Vincent Dutot & J.-M. Lehu & R.C. Haeb, 2021. "The Influence of Geolocated Mobile Coupons on Customer Behavior," Post-Print hal-04292612, HAL.
    • Handle: RePEc:hal:journl:hal-04292612
    DOI: 10.4018/IJTHI.2021040102
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-04292612. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.