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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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