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Content is King? The Effectiveness of Message Content, Personalization, and Location in Mobile In-Store Advertising
Journal
Proceedings of the Hawaii International Conference on System Sciences
ISSN
978-0-9981331-2-6
ISSN-Digital
http://hdl.handle.net/10125/59578
Type
journal article
Date Issued
2019-01-08
Author(s)
Abstract (De)
Smartphones have become a vital part of our
lives, a personal assistant helping us as customers
mastering everyday tasks. For example, the new
stationary supermarket Amazon Go implements
customers’ smartphones as an integral part for
completing the grocery shopping process (e.g. used
to check-in, for payment). As in-store communication
over smartphones becomes increasingly important,
retailers pay their attention to mobile in-store
advertising, which offers them new perspectives to
interact with customers at the point of sale. In this
study, we therefore investigate the effectiveness of
mobile in-store advertising by empirically examining
which combination of message content is most
effective for different in-store locations. Drawing on
Construal Level Theory, we conduct an online choice
experiment, using a simulated supermarket shopping
task. Results show that personalization in
combination with price promotions are most effective
regarding the choice of the target product when
spatially close to the product. Moreover,
personalization strengthens the impact of ad content
at the shelf, representing an amplifying effect on
product choice.
lives, a personal assistant helping us as customers
mastering everyday tasks. For example, the new
stationary supermarket Amazon Go implements
customers’ smartphones as an integral part for
completing the grocery shopping process (e.g. used
to check-in, for payment). As in-store communication
over smartphones becomes increasingly important,
retailers pay their attention to mobile in-store
advertising, which offers them new perspectives to
interact with customers at the point of sale. In this
study, we therefore investigate the effectiveness of
mobile in-store advertising by empirically examining
which combination of message content is most
effective for different in-store locations. Drawing on
Construal Level Theory, we conduct an online choice
experiment, using a simulated supermarket shopping
task. Results show that personalization in
combination with price promotions are most effective
regarding the choice of the target product when
spatially close to the product. Moreover,
personalization strengthens the impact of ad content
at the shelf, representing an amplifying effect on
product choice.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Start page
1373
End page
1382
Pages
10
Subject(s)
Division(s)
Eprints ID
257121