17-K: Role of Group Cohesiveness in Consumers’ Responses to Mobile Promotions

Reetika Gupta, ESSEC Business School, Singapore
Sourjo Mukherjee, ESSEC Business School, France
Kasthuri Jayarajah, Singapore Management University, Singapore
This research examines the role of social networks in consumers’ responses to mobile promotions. Using CLT, we show that in cohesive groups, consumers have a more favourable attitude towards the proximal promotion (shorter lead time) than the distal promotion, enabling the marketer to deploy real-time consumer-specific targeted promotion strategies.
[ to cite ]:
Reetika Gupta, Sourjo Mukherjee, and Kasthuri Jayarajah (2017) ,"17-K: Role of Group Cohesiveness in Consumers’ Responses to Mobile Promotions", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1031-1031.