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Location-based services & advertising : measuring the effectiveness of personalized services and advertising in mobile marketing through location tracking

Obelink, T. (2017) Location-based services & advertising : measuring the effectiveness of personalized services and advertising in mobile marketing through location tracking.

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Abstract:Despite the literature on mobile marketing and advertising and the increasing number of organizations investing in this instrument, there is little academic research on the possibilities that the ‘mobile consumer world’ offers. Furthermore, the application of specific marketing methods through mobile phones are not yet fully understood. This research aims at finding whether Location-Based Services can be successful in informing consumers, using a mobile phone as the communication tool. The theoretical background of these ‘Location-Based Services’ was tested through a survey, which mainly focusses on aspects regarding the intention to use mobile advertising. The practical implications of this tool were tested by executing a field experiment, in which multiple forms of Location-Based Services and Location-Based Advertising were tested in order to examine the effects of these methods. This study found that the marketing method of Location-Based Services could pose as an effective tool for organizations. Offering consumers real-time information regarding products, discounts or events happening at their location, while they are in a store, like LBS does, leads to positive results on factors like consumer attendance to a specific store area and the revenue of a featured product.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:https://purl.utwente.nl/essays/72361
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