The Effectiveness of Individual Targeting Through Smartphone Application in Retail: Evidence from Field Experiment
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More about this item
Keywords
mobile targeting; randomized field experiment; mobile application; advertising effectiveness.;All these keywords.
JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
- M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
- C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
- L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
NEP fields
This paper has been announced in the following NEP Reports:- NEP-CIS-2016-02-29 (Confederation of Independent States)
- NEP-EXP-2016-02-29 (Experimental Economics)
- NEP-MKT-2016-02-29 (Marketing)
- NEP-PAY-2016-02-29 (Payment Systems and Financial Technology)
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