Social and Location Effects in Mobile Advertising

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.


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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 117-121.


Peter Pal Zubcsek, University of Florida, USA
Zsolt Katona, University of California Berkeley, USA
Miklos Sarvary, Columbia University, USA


NA - Advances in Consumer Research Volume 43 | 2015

Share Proceeding

Featured papers

See More


N7. Emotion Or Information? Effects Of Online Social Support On Customer Engagement

Chuang Wei, Tsinghua University
Maggie Wenjing Liu, Tsinghua University
Qichao Zhu, Tsinghua University

Read More


Analyzing the Perception of experiential luxury consumption of millennials on instagram: A new methodological approach

Marina Leban, ESCP Europe, France
Matthias Plennert, Friedrich-Alexander Universität Erlangen-Nürnberg

Read More


Machine Talk: How Conversational Chatbots Promote Brand Intimacy and Influence Consumer Choice

Thomas Hilden, University of Geneva, Switzerland
Christian Hildebrand, University of Geneva, Switzerland
Gerald Häubl, University of Alberta, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.