Social and Location Effects in Mobile Advertising

Peter Pal Zubcsek, University of Florida, USA
Zsolt Katona, University of California Berkeley, USA
Miklos Sarvary, Columbia University, USA
We construct an evolving “co-location network” to link mobile consumers’ location history to their preferences. Estimating our model on data from a mobile advertising pilot, we find that consumers who have visited the same geographic areas respond similarly to subsequently received retailer m-coupons. We discuss implications for consumer research.
[ to cite ]:
Peter Pal Zubcsek, Zsolt Katona, and Miklos Sarvary (2015) ,"Social and Location Effects in Mobile Advertising", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 117-121.