.png "Global Conference 2019"){kind=logo}
Global Conference 2019
July 12–16, 2019
Peking University, Beijing, China
Proposal authors can use this tool to see where they have been placed in the agenda. Please scroll down to search by Author Name (Note: if the submitting author did not add all authors to the ProposalSpace form, only First & Corresponding Author will be searchable), or by Date/Time.
A Natural Field Experiment on the Effectiveness of Real-Time Mobile Messaging
Keywords: Please select at least two and no more than four. Hold the CTRL key to select multiple
Brand Loyalty
Mobile Advertising
Abstract
Recent developments in mobile technologies like geo-fencing have enabled shopping malls to
incentivize customers in real-time to visit more retail stores and buy more. However, customers’
response to such real-time geo-fencing campaigns can differ markedly. Some customers may
view real-time messages (RTMs) pushed by malls as relevant while others may find it intrusive.
Using data provided by a large retail mall operator in East Asia, our study finds that heavy buyers
and unplanned shoppers who receive an RTM when in shopping mode are 43% more likely to
continue shopping and also spend more after. The findings of this study therefore have important
implications for managers who design geo-targeting campaigns.
First & Corresponding Author
Khadija Ali Vakeel, Northwestern University
Authors in the order to be printed.
Khadija Ali Vakeel, Vijay Viswanathan, Mototaka Sakashita