Mobile Targeting
Mobile Targeting
About this item
Full title
Mobile Targeting
Author / Creator
Publisher
Linthicum: INFORMS
Journal title
Management science, 2014-07, Vol.60 (7), p.1738-1756
Language
English
Formats
Publication information
Publisher
Linthicum: INFORMS
Subjects
More information
Scope and Contents
Contents
Mobile technologies enable marketers to target consumers by time and location. This study builds on a large-scale randomized experiment of short message service (SMS) texts sent to 12,265 mobile users. We draw on contextual marketing theory to hypothesize how different combinations of mobile targeting determine consumer responses to mobile promotio...
Alternative Titles
Full title
Mobile Targeting
Authors, Artists and Contributors
Author / Creator
Identifiers
Primary Identifiers
Record Identifier
TN_cdi_jstor_primary_42919631
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_jstor_primary_42919631
Other Identifiers
ISSN
0025-1909
E-ISSN
1526-5501
DOI
10.1287/mnsc.2013.1836
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